Understanding voice of the customer metrics
How can you measure the success of your voice of the customer programme?
Before creating your voice of the customer programme, consider how you want to evaluate its impact. You’ll want to include these key stakeholders when deciding how you’ll measure its success.
- Have VoC insights helped product teams create or prioritise feature requests?
- Has VoC feedback reduced complaints when using a specific product?
- Have VoC insights helped create effective, highly targeted campaigns?
- Has VoC data been incorporated into buyer personas or buyer journey maps?
- Has VoC data helped sales teams identify high-value customers?
- Have VoC insights helped sales teams anticipate and respond to potential objections?
- Have VoC insights reduced the number of negative customer interactions?
- Has the VoC programme helped support teams to better assist unhappy customers?
Collecting and interpreting voice of the customer metrics
- Direct feedback. The are several ways to solicit direct feedback from customers in real time. Direct feedback is important because it tells customers that your company is actively listening to them and interested in their experiences. Methods for direct feedback include website surveys or reviews, live chat surveys, and customer interviews.
- Indirect feedback. You can gather indirect feedback by tracking what customers are saying about your company, products, or services via other channels and platforms. You can collect these insights through customers’ tweets or third-party reviews on a website. Unlike direct feedback, this method of collecting VoC happens behind the scenes.
- Inferred feedback. This method of collecting feedback looks at how customers use your products and services. You can look at how long and how often they use your platform, how often they make purchases, whether they schedule recurring payments, or the number of times they contact customer service or other support.
Voice of the customer metrics
- Net Promoter Score (NPS). NPS measures the likelihood of a customer recommending your product or service to others, such as a family member, friend, or colleague. These types of recommendations are gold.
Here’s an example of an NPS question:
“Based on your experience, on a scale of 0 to 6 (with 6 being the highest score and extremely likely), how likely are you to recommend our service/product/company to a colleague?”
- Customer Effort Score (CES). CES is based on how much effort a customer must expend to complete an action, such as making a payment, getting an issue resolved, and so on. The less effort and time required, the better the score. An abandoned shopping basket is an example where the customer decided it was too much effort to complete a purchase. The CES metric tells you if any point along the customer journey needs to be fixed.
Here’s an example of a CES question:
“To what extent do you agree with the following: ‘[Company] made the [purchase/return] process easy for me.’ “
- Customer Satisfaction Score (CSAT) or Overall Customer Satisfaction (OCS). This metric tells you how satisfied a customer is with their overall experience interacting with your brand. You can frame it in a way to determine if there’s an issue with your website, an app, or customer service process. Companies typically ask these questions at the end of an interaction. Note: A CSAT score lower than 3 indicates an issue that needs to be addressed.
Here’s an example of a CSAT question:
“On a scale of 1 to 5 (5 being extremely satisfied), how satisfied were you with your experience?”
- Customer Loyalty Index (CLI). CLI is calculated by taking the average across a number of questions, including an NPS question and two CLI questions (shown below). This metric indicates someone’s loyalty to your brand and tells you how likely they are to become a repeat customer.
Here’s an NPS question you might use:
“How likely are you to recommend?”
Here are two CLI questions you might use:
“How likely are you to buy from us again?”
“How likely are you to try our other products or services?”