CX Audit And Metrics
CX Audit is one of the seven building blocks of CXNow – The Customer Experience Transformation Program at Virtuos. CX Audit is built on PLUS — Pace Layered Umbrella Strategy Foundation.
Measuring the Customer Experience Successfully Requires Three Conditions to Be Met.
01
Make managing down as important as managing up
02
Be inclusive of metrics from all parts of the organization
03
Look at the emotional, not just the rational
CX Metrics
What’s Commonly Measured for CX?
Customer Satisfaction (C-SAT) is still the leading CX metric, used by 57% of companies. Net Promoter Score (NPS) follows, with 31% of $3B+ firms using it to assess executive performance. Mid to small-sized companies (under $500M) focus on repeat orders (23%), while larger firms also track brand reputation (20%) and Customer Lifetime Value (CLTV) at 21%.
Managing Up
The Pros and Cons of Net Promoter Score
Net Promoter Score = "Percentage of customers who would recommend a company (promoters) minus the percentage that would urge friends to stay away (detractors)"
Challenges:
- Achieving consistency - Consistency
- Suitability at touchpoints - Causation
- Closing the loop - Anonymity
- Getting buy-in - Integrity
- No financial link proven - ROI
Strengths:
- Higher response rates - Simplicity
- Executive understanding - Frequency
- Benchmark-able - Comparable
- 15- year old track record - History
- Captures relationship - Actionable
Innovation Beyond NPS
It’s increasingly seen “NPS” is most talked about CX metric, but in reality, there are many other measures such as CES, WoMI, BAI to audit your customer experience..
Customer Effort Score (CES) from CEB (Now part of Gartner) is measured by asking a single question scored on a scale from 1 (very low effort) to 5 (very high effort):
– 'How much effort did you personally have to put forth to handle your request?'
CEB claim CES is a better predictor of loyalty than CSAT or NPS.
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Recommendations
- Avoid relying on a single CX metric.
- Build a dashboard with a hierarchy of key metrics.
- Leverage NPS wisely—amplify strengths, minimize gaps.
- Don’t overlook quality and employee engagement.
- Track metrics organization-wide, including emotional customer responses.
CX Audit of your brand is very critical. Initiate CX Primer for free with our consultants.
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