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Customer Experience

The customer experience metrics you should pay attention to

Written by Tony Loxton
May 25

If you’ve read any of our past posts, you’ll know that we talk about customer experience a lot. In fact, it’s almost all we talk about – because it’s the heart of what we do. Great customer experience, and the things that come with it, like customer engagement, loyalty, advocacy, and ROI, are central to succeeding in the retail sphere. And if you want to provide your customers with an experience that’s out of this world, so-good-they-can’t-not-come-back, you need to know how to measure your current efforts. To continuously improve your customers’ experiences, these are the metrics you need to pay attention to:

Rate of first contact

How long does it take a staff member to greet a customer once they’ve set foot in your store? How long do customers have to wait after asking for assistance or for more information about a product? The rate of first contact should be as fast as possible.

Rate of problem solving

As is the case with the previous customer experience metrics, the faster you can solve a problem for your customers – be it fetching an item from the stockroom or sending them a new password to login to your e-store – the better. Your competitors are clamouring for a chance to woo your customers with a superior customer experience, so you better make sure you’re able to solve your customers’ problems – big and small – as quickly as possible.

Ease of navigation

Your customers shouldn’t have to search high and low to find what they’re after. If your customers are spending too long on the shop floor, but leave without buying, there’s a good chance their cart abandonment is down to a difficult shopping experience. The literal path to purchase needs to be indicated clearly and set up in such a way that it’s as easy to navigate as possible.

To determine the above customer experience metrics, you need to look at two sources of data: your target market and their needs and wants from your brand, and your store’s performance.

It’s incredibly difficult to give someone something that delights them if you don’t have a clue about who they are and what it is that they want in the first place. In other words, to deliver superior customer service, you need to know who your customers are (using information like demographic data, their purchasing history, etc.). In addition, a customer loyalty program or CRM will provide you with additional information that you can use to build in-depth customer profiles.

Measuring your store’s performance is the final – and most crucial – step in calculating customer experience metrics.

Making use of a tool that measures dwell time (the duration of a customer’s time in your store), repeat visitors, and store bounce rate gives you a crystal clear picture of how your customers are interacting with your store. When combined with a sales data analysis, you can pinpoint the areas that are hindering, and encouraging, your customers’ experience in store.

Your ability to provide great customer experience has a direct influence on your bottom line, which means that you need to do everything you can to ensure you’re meeting, and hopefully, surpassing, their expectations. When armed with a customer engagement and visitor trend analysis tool like Blix Traffic, this is that much easier to achieve. Find out more about Blix Traffic today.

Learn more about Blix Traffic for retail

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