Metrics for customer experience.

Customer experience metrics are the first step toward improving customer experience management. Any business that plans to differentiate itself in the market through a superior customer experience must be able to measure. Measuring and managing this metrics according to the different actions and customer touch points will make the difference with your competitors. To summarize, our colleagues at Wowcx will help you in the following link to identify the main metrics.


Where to apply the metrics.

The elements to measure within the customer experience are the following:

– Service attributes desired by the customer.

– Customer attitudes towards the company.

– Customer needs that are poorly or not met.

– Customer dissatisfaction points.

– Areas of improvement for the customer.

– Importance for satisfaction of that element causing dissatisfaction.

Finally, you can see a synthesized view of metrics on the blog of one of the leaders in marketing automation Hub Spot.




From what data we measure.

The main sources of data are as follows


Operational metrics, data from CRM or ERP.

To begin with, their main purpose is to analyze the cause-effect relationship between the relationships between company actions and customer reactions. They indicate what is happening with the customer even without the customer being aware of it and can serve as one of the main indicators.

As an example we would have, returned products, complaints, modification of invoices, … Quality metrics should also be included.

We must also look for faults in the process and how they impact customer satisfaction, since these faults and unnecessary actions are obvious “targets” for improvement.

It is normal to start with the most prevalent ones such as returned products, service changes, access to technical support and then expand it.

This information is the most important and the operations manager must rely on the combined operational information from surveys and complaint data.

Customer complaint and inquiry data.

Normally, they should be treated separately, with inquiries carrying more weight (they are not seen as complaints). They are the most visible red flags. They are generally produced in real time from customer interactions with the service system, mainly by phone, email….

They must therefore be collected, categorized and followed up by the team. And of course complaint data is collected to close the process.

Survey Data (metrics coming from customers)

To begin with, it is systematically collected data. That is, it is the most reliable source of loyalty and word-of-mouth data.

First, you can include open-ended questions about the reason for the rating to learn the drivers of loyalty and word-of-mouth.

For customer experience program managers, though, response rates offer a significant challenge. One of the questions they ask is: What response rate can I expect?

It seems that, according to the company Satmetrix response rates can vary depending on the type of experience as follows:


B2b B2C
Relational 32% 13%
Transactional 23% 16%


Employee feedback

It is possible that employees who are in contact with the customer are one of the best sources of information of what is working and what is not working, it is important to get feedback from the most frustrating situations.


Data coming from the internet (social networks, reviews…).

First and foremost are those coming from social media, online reviews, communities and other unstructured data sources.

These media such as social media only 3% of people use them to complain. Consequently the challenge is the same as complaints, we must decide how to extrapolate the data to the market as a whole.

And finally, our customer experience measurement platform allows you to monitor the main metrics in real time, REQUEST A FREE TRIAL.