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 Today?
Customer Satisfaction (CSAT) remains the most widely used CX metric, adopted by over 60% of organizations. Net Promoter Score (NPS) continues to be critical—especially among large enterprises—with 35% of $3B+ firms tying it to executive KPIs. Smaller companies increasingly focus on metrics like repeat purchases (25%) and customer retention, while industry leaders now prioritize Customer Lifetime Value (CLTV) and brand sentiment, driven by AI and real-time analytics.
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. Virtuos introduced its own VAVES—Virtuos Accelerated Value Enhancement Score.
Virtuos CXMesh
Measures the perceived value customers place on products or services and cumulative experiences.
What It Measures:
Customer confidence and perceived value post-purchase.
How It Works:
A quick 2-question survey assessing ease of use and decision confidence.
Why It Matters:
CXMesh better predicts loyalty than NPS or CSAT by capturing the emotional impact of the experience.
Our CX experts can help you implement the right metrics for your organization's specific needs.
Request a Consultation
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.
