What CX Metrics Actually Matter?

Metrics for customer experience (CX) can look radically different depending on the agency’s mission. How do you know which metrics you need to track success?

During our latest CX Community of Practice session, Tori Leonard, UX Practice Manager, shared strategies for measuring your CX goals. Here are a few takeaways from that session:

• The first step for creating and tracking metrics that matter should be foundational discovery research, Leonard said.

“You need to have an understanding of who your customers are, what challenges they’re facing, and how those challenges can impact your service delivery,” she said. “That will help you identify specific and meaningful opportunities to help, versus generic goals of giving people more access to your services or helping them find information on your website.”

• Be cognizant of how you frame your goals. Instead of simply aiming to receive fewer calls from your constituents, for example, do a deep dive into why they are calling.

“Having a goal of receiving fewer calls can make it look like you don’t want to hear from your customers,” Leonard explained. “Instead, find the pattern. Is there something you can redesign to make it easier to use? Do you need to communicate more clearly about a service? Find out what you need to change for your customers, and then define what success looks like for that goal.”

• When it comes to checking in on your CX metrics, the frequency depends on the project, but Leonard advised making those check-ins meaningful.

“Don’t just share data to share it,” she said. “The cadence of your check-in should be integrated into the way your organization works. Make sure your reporting is tied to moments of reflection and planning. It makes data become a powerful tool, versus being white noise.”

To learn more about the CX metrics that matter and how you should measure them, watch the session on demand now. Also, be sure to register and join us next month for our next CX CoP, “Online Forms – The Good, the Bad, the Ugly” on Monday, Feb. 12 at 4 p.m. ET/1 p.m. PT.