CH 10: Measuring your customer experience

Question 1

A key thing to note

Answer 1

What you measure sends a message to your customers about what is important to you a s a company. So for the company with the hit rate- what was important to them was being better than average rather than caring about the customer experience.

Question 2

Philosophy Number 5

Answer 2

Great customer experiences are made “outside-in” rather than “inside-out”

Question 3

T/F: When measuring customer satisfaction, you have to measure the emotional aspects of the customer experience

Answer 3

True

Question 4

What is a common way to measure the customer experience?

Answer 4

Customer Satisfaction Indices

Question 5

T/F Customer measurement is actually part o the customer experience.

Answer 5

True: If customers see/feel that this is only routine and feedback is only ignored, then it will have a negative effect

Also if it is done poorly- structural errors/ or questionnaires that mention service offerings after a customer would have had an inconvenient experience- John

Question 6

What should you do after collecting feedback

Answer 6

Thank them and let them know what you are doing about it, which suggestions you can take on, which ones you can’t and why

Question 7

How do you set your measures?

Answer 7

1. Identify element, sub-element & standard= Eg. Element Accuracy
2. Get data- ensure measures
   and questionnaires are relevant to customers
   and measure the right outcomes valid
   in an element, sub-element, standard

• making measures and questionnaires relevant to customer
  based on feedback

Step 3- measuring performance- establish a way to gather
the data (that the customer prefers) that shows how we are doing (so we are capturing the info
that would make up the measure- so if measure is billing
accuracy- no of refunds for billing errors; the way to measure
that/capture the data could be htrough customer care contact
point

Step 4. find way to represent the findings on performance
vis a vis the measures- graph

Step 5- find out what customers want

Step 6- at regular intervals check to see if measures are
still appropriate

Question 8

How to measure emotional aspects?

Answer 8

emotional aspects of CX are measured through every part of the experience (physical aspects-ch2 too). Eg. you are measuring loyalty by asking if they will buy again/ recommend you to others

Ask how they felt after delivery, product usage, etc.

Question 9

CX measurement

Answer 9

measuring physical performance, and emotional performance against the planned emotions you want to evoke

remember cx blend of a company’s physical performance
and the emotions evoked, intuitively measured against customer expectations across all moments of contact