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Measure Your Customer Experience Success: 5 Must-Know Metrics

Updated: Feb 17

measure customer experience

Customer Experience Metrics (CX metrics) are measurements that help you track, evaluate, and improve the overall experience you provide to your customers. Positive customer experiences are crucial for every business and key to building a brand's image.

While focusing on your CX strategy, it is also important to employ the best metrics to measure the success of your customer service, but how do you measure customer experience? If you are wondering the same, keep reading this detailed blog to learn about some essential CX metrics.

Importance of Measuring Customer Experience

Without measuring customer experience, it would not be possible for brands to review their current strategy and whether it is a success or a failure. There are many crucial reasons for using CX metrics, which include:

Customer Retention and Advocacy

You need to measure customer experience regularly to satisfy and sustain current customers. We all know that retaining customers is much more economical than getting new customers, and better-satisfied customers also buy more often, leading to better advocacy.

Increased Sales due to Better Word-of-Mouth

Satisfying current customers not only saves money on getting new customers but also serves as a way to increase the potential customer base. When you improve your customer experience, happy customers recommend products to their friends, and positive word-of-mouth can drive sales.

Competitive Advantage

As per a digital trends report, brands who manage their customer experiences are thrice more likely to exceed their company goals. Measuring your CX strategy can help you attain a competitive advantage in the market as you are more likely to employ customer-friendly practices. This competitive advantage can help you build a strong brand presence in the long run.

Data Comparison and Continuous Development

While measuring customer experience, brands use various metrics that require a lot of data comparison. Comparing the data provides a CX measure that understands customers better and develops products and services accordingly. This process of continuous measurement leads to constant development, which is the ultimate recipe for success.

Key Customer Experience Metrics (CX Metrics)

Customer service initiatives greatly benefit from utilizing insightful metrics to quantify the quality of customer experience (CX). If you want to improve your customer experience, you must measure and improve upon the following Customer Experience KPIs:

Net Promoter Score

NPS measures customer loyalty and the likelihood of customers recommending your business. NPS tracks the overall customer feeling toward a brand by measuring customer surveys on an eleven-point scale with numbers ranging from 0-10. The scale is divided into three groups based on customer ratings - detractors (0-6), passives (7-8), and promoters (9-10).

NPS = [(Number of promoters - number of detractors) / Total respondents] X 100

Customer Satisfaction Score

CSAT gauges customer satisfaction with a specific product, service, or interaction. CSAT is evaluated by conducting different surveys through a customer's journey. CSAT helps in determining the quality of customer experience, and sending the CSAT surveys on time can help fix issues before they hurt business operations.

CSAT = (Number of positive responses/ Total survey responses) X 100

Customer Effort Score

Customer effort score (CES) helps companies evaluate how easy it is for customers to do business with them. Did you know that 94% of customers with low-effort experiences plan on repurchasing from the brand, which can lead to customer retention and increased sales in the long run? While calculating CES, customers are usually asked about how much they agree or disagree with a particular statement on a seven-point scale.

CES = Sum of all customer effort scores (collected through surveys) / Total number of survey responses

Customer Churn Rate

Churn rate refers to the frequency with which customers stop doing business with a brand, and measuring the churn rate can help to identify issues that lead to a lower retention rate, which can lead to a reduction in customer loss. A business can't have a zero churn rate but they can minimize the rate by employing better CX practices.

Churn Rate = (Number of customers at the start of a period - number of customers at the end of the period) / number of customers at the start

Customer Retention Rate

Customer retention rate is the opposite of churn rate and helps to measure the percentage of repeated customers over time. A high retention rate can save a considerable amount of resources and can be an indication of a good customer experience.

Retention Rate = [(Number of customers at the start of a period - customers gained during that period) / number of customers at the end of the period] X 100


Using these formulas can help you get the best estimate about your current CX strategy, which can help you improve your customer experience more effectively. If you are still struggling to employ these metrics, you can reach out to Better CX. Get a quick consultation as Better CX professionals will help you evaluate your customer experience correctly.



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