Customer satisfaction is one of the main differentiating factors in retail. There is no shortage of indicators to measure it, but what are their specificities ? How to correlate them to obtain a consolidated and precise vision ? Vasano, specialist in customer relationship management, share some tips.
Performance indicators have several uses. They can be used to communicate the rationale for past investments, to check the increase in skills of the points of sale, to set objectives for the entire network... It is therefore legitimate to question the preferred tool to achieve this and to seek to understand the advantages of each indicator. CSAT them (customer satisfaction) measures consumer opinions on a specific point : the value for money of a product, the quality of contact with after-sales service or UX (user experience) from the website. Le NPS (net promoter score) calculates the percentage of promoters and detractors of a brand or product to help predict loyalty. Google reviews influence SEO (search engine optimization) local and translate the spontaneous feelings of customers at the point of sale. Far from opposing, these tools are complementary. Choose them wisely, but also make them interact, allows you to have a global and objective vision of the situation.
Involve all company stakeholders
Customer experience performance indicators provide lessons that can be used to improve it. For that, it is enough to share them between the different actors of the organization, like the operational marketing department, commercial management (national and regional)and especially the point of sale managers. This management involves an upstream reflection on the tools adapted and accepted by everyone as fair, useful and usable over time. in endorsement, this involves a detailed analysis of the data collected, which will be shared regularly with the field.
Have a consolidated view
Each indicator reveals a facet of customer engagement. Their consolidation will therefore be very useful for building an action plan where each dimension of customer relations will be taken into account.. Measuring customer experience (CX) aims to share the lessons that each team or department measures in isolation. In this context, focusing on a single high-level CX metric may only offer a truncated view. So, CSAT or NPS are often used after the customer has visited a point of sale to ask their level of satisfaction or their degree of “recommendation to third parties”. Consolidate all relevant measures, build a hierarchy of metrics or develop an index that covers as many aspects of engagement as possible, quality, of satisfaction, loyalty and defense of employee interests, and sharing it with all the company’s entities can be much more enriching.
