(Time: approx. 4,5 minutes read)
Regardless of what measurements you end up choosing to measure your customer experience, remember – no KPI’s are relevant without a supporting setting. We highly recommend the following implementation approach, preferably used as a checklist, to ensure momentum in your measurements in a smooth, simple and successful way. Again, simplicity is the key. Therefore, we recommend you start with a small-scale implementation – much like a pilot. Implement small scale, test and evaluate during your ongoing work. Keep it simple and let’s get started!
1. Select a limited number of KPI’s
Our recommendation is that you prioritize among KPI’s. Pick a few that best suit your company. As previously mentioned, we highly believe in a small-scale start. It is far better that you get going, rather than trying to implement all KPI’s at once, as it’s easy to get overwhelmed with work and complexity. Our experience tells us that most companies have too much on their plate – which is why clear priorities very often is the way to a successful implementation. In this case; the fewer the better!
See our recommended measurements here.
2. Evaluate suitability with daily business
It is key that you incorporate the procedure of additional measures in your current processes and ways of working. It should be a complement to your daily business, not isolated activities with separate goals. Aim for synergies by using current ways of working when implementing; strive to use current measurements and data, forums and activities. For example, is it possible to use current data rather than adding new?
Moreover, the added KPI’s should be connected to current measures used by your company and in line with overall targets. This ensures a time efficient and smooth implementation and future ways of working. To become even more effective, evaluate the possibility to replace current measurements and ways of working with your newly selected KPI’s. One important aspect to consider is how a low or high score in your selected KPI’s will affect the other strategical KPI’s of your business, e.g. how big will the effect of a high or low score be on other KPI’s? This is a critical success factor when creating awareness of the CX KPI’s in the organization and to make sure the organization understand the impact of a good CX score.
3. Set goals and benchmarks
When you are ready to measure, remember to create a baseline by starting with an initial measurement. These values are your starting point for further measurements and a baseline which enables measuring progress. It is also important to establish goals for each KPI in an early stage. This enables you to proactively agree on what you see as a good score and conversely an inferior score, which helps you navigate further on. In addition, it is important to understand the impact of your progress to the organization, e.g. on income, savings or efficiencies. Another critical success factor is to benchmark your goals and results. We suggest you start of by comparing them against results of your closest competitors. Both competitors that are best-in class as well as those who progress over time.
4. Decide on frequency and action plan
It is now time to decide how often you should measure and follow up, including acting based on the results from your measurements. As we mentioned before; apply a small-scale implementation here as well. For example, measure twice a year, present the results in chosen forums and decide how to act on the results. Preferably, use current forums as a starting point. Work with actions as initiatives with clear purpose and goal, timeline, budget, responsibility and expected outcome. Again, small-scale is a key success factor. Target the most important actions and package them as initiatives. Again, the fewer parallel ongoing initiatives, the better. You can of course create a large list of possible initiatives, prioritize among them, and create a roadmap for a while ahead.
5. Appoint your KPI captain
Our experience tells us that another critical success factor is to appoint a responsible for the KPI’s and associated processes and ways of working; a person that is responsible for making sure that the measurements are accomplished and that ways of working are maintained and evaluated. This might be a perfect match for your Customer Experience Manager. If you’re missing out on this role, make sure to appoint a person as responsible.
6. Each quarter – Take a look in the mirror
Finally, remember to evaluate your chosen KPI’s and ways of working. As a recommendation make sure this is accomplished quarterly by answering the following questions:
- Are we satisfied with our chosen KPI’s?
- Should we add or remove some measurements?
- Do we have time to measure our current KPI’s?
- Do we evaluate and follow up measurements in an adequate way?
- Are we running appropriate actions and initiatives based on the results from the measurements?
- Should we continue working this way, or should we change something?
We hope you have found our guide helpful and that it has brought you one step closer to start taking control over your customer experience. Remember that the key success factor is to keep it simple in order to get started. We recommend that you start with a limited number of KPIs. They should of course be evaluated for their suitability with your company, but we have presented two measurements that we believe are relevant and worth trying for most companies due to their simplicity as well as straightforward and actionable results: The Customer Satisfaction Score (CSET) and the Customer Effort Score (CES). We also recommend that you include open-ended questions in your surveys in order to understand WHY your customers feel as they do about your product, service or interaction. Last but not least, make sure you implement your KPIs in your organization properly and evaluate them as well as your ways of working on a regular basis. Happy measuring!