How to Measure Customer Experience

Customer satisfaction is crucial to the survival of a business. Understanding how to measure the experiences of your customer base is important to successfully maintaining customer satisfaction. The following explains how to measure customer experience.


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    Carry out the actions of a typical customer.
    • Have someone in your company spend time as a customer of your business as a secret shopper.
    • This person should note the user-friendliness of your products or services, the quality of service and friendliness displayed by your company's employees, the pricing (as compared to other companies), and any other category that your company strives to attract customers with.
    • The person should note where the experience is positive and where improvement is required. This should be done under each category of the customer experience that your company identifies.
    • An example is a hotel business. The ease of reserving a room, friendliness and helpfulness of the staff, price, and the comfort of the room should all be evaluated.
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    Use surveys.
    • Decide what you want to know from the survey. For example, if your company's goal is to increase sales, design a list of questions that focus on pricing, competition, advertising, and ways to add value to your company.
    • Determine who the questions should be asked to. For example, if you want feedback on the quality of a beverage that you produce, tailor the questions toward the end-consumer, not the distributors of your product.
    • Include key customers in your survey. For example, if you have several high-volume customers, make sure they are offered a chance to take part in the survey.
    • Assign an answer format. For example, survey takers can answer each question with ranges from very poor to very good, very dissatisfied to very satisfied, etc.
    • Administer the surveys in an appropriate format. For example, if you operate a business that customers visit directly, hand them the survey as they leave and ask them to return it on their next visit.
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    Gather information regarding employee-customer interactions.
    • Gather first-hand information from call-center employees and any other employees that deal directly with customers.
    • Schedule a series of meetings with small amounts of employees until every relevant employee has been given a chance to discuss the issue.
    • Find out what customers are saying to them about your business.
    • Find out how many channels the average customer goes through to get resolution. In other words, does the first person that the customer speaks to tend to resolve the problem or is the customer often transferred to 1 or more other people before the problem is resolved?
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    Analyze the results.
    • Focus on feedback and surveys that indicate negative aspects of your company and try to improve them. For example, if 75 percent of survey respondents say that it takes 3 or more people to resolve a common problem, your company should find ways to reduce transferred calls.
    • Note feedback and surveys that indicate positive aspects of your company and continue your success in such aspects. For example, if most customers say that your customer service staff is friendly, then reward the staff and only make minor adjustments as needed in the future.


  • After analyzing the information you obtain, communicate the results to your staff and customers. This will keep everyone informed and increase the feedback you obtain in the future.
  • Obtain ongoing information from customers in the methods described to help maintain a high level of customer satisfaction.

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Categories: Customer Relations