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Customer experience KPIs: how to evaluate the customer relationship. The Phygital Frontier

23 August 2023

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SUMMARY

The customer experience and the contact between consumer and company Evaluating KPIs (i.e. key performance indicators) of the customer experience is particularly important within companies, as it allows for a concrete and measurable estimation of those indicators that usually guide business decisions, with the aim of offering a more customer-oriented approach. The customer experience represents the set of perceptions a person feels when coming into contact with a particular brand, its product or service, i.e. the overall experience that customers have throughout their relationship with a company. CX involves all contact points between a consumer and the brand, from the website through the purchasing process to after-sales and customer care. Customer care focuses on the impression the company leaves on the customer and the quality of the experience it offers, creating an emotional bond with the consumer and trying to meet their expectations. CX influences customer loyalty and can attract new ones, as positive experiences go viral by increasing brand visibility and highlighting the distinctiveness of a particular entity. These are the reasons why a positive customer experience can lead to greater profitability for the company across channels. I KPI of customer experience Customer experience KPIs represent a series of…

The customer experience and the contact between consumer and company

Evaluating KPIs (i.e. key performance indicators) of the customer experience is particularly important within companies, as it allows for a concrete and measurable estimation of those indicators that usually guide business decisions, with the aim of offering a more customer-oriented approach.

The customer experience represents the set of perceptions a person feels when coming into contact with a particular brand, its product or service, i.e. the overall experience that customers have throughout their relationship with a company. CX involves all contact points between a consumer and the brand, from the website through the purchasing process to after-sales and customer care.

Customer care focuses on the impression the company leaves on the customer and the quality of the experience it offers, creating an emotional bond with the consumer and trying to meet their expectations. CX influences customer loyalty and can attract new ones, as positive experiences go viral by increasing brand visibility and highlighting the distinctiveness of a particular entity. These are the reasons why a positive customer experience can lead to greater profitability for the company across channels.

I KPI of customer experience

Customer experience KPIs represent a series of measurements useful for assessing the effectiveness of the strategies implemented by a company and for understanding the impact of the actions taken, identifying areas for improvement and offering an increasingly satisfactory experience to its customers.

  • Net Promoter Score (NPS), i.e. the propensity of a customer to recommend products, services, a company to friends, relatives, acquaintances.
  • Customer Satisfaction Score (CSAT), a parameter expressed as a percentage that quantifies the degree of satisfaction of a customer after a specific interaction with the company.
  • Customer Effort Score (CES): consists of an assessment of the effort a customer has to make to complete an action or solve a problem.

The tools for evaluating Customer Experience KPIs are manifold. Analysing customer data is one of the first steps in identifying patterns and trends that can influence the consumer experience. Surveys, on the other hand, are a useful tool for collecting opinions, which can cover various aspects of the experience.

The analysis of data trends over time allows changes in customer behaviour to be revealed and the qualitative analysis of interactions gives a more complete picture of the situation.

The Phygital Experience and the marriage of two dimensions

In recent years, companies have been faced with the mission of personalising the customer experience for users, experimenting with innovative solutions that allow consumers to be actively involved, combining the physical and digital dimensions. The Phygital Experience is the seamless integration of the ‘real’ and ‘not real’ dimensions, which is intended to foster an immersive experience.

According to the latest market research on consumer trends, people are no longer only looking for products or services, but also for complete sensations and experiences, starting with the physical experience of the new UX merging with the digital dimension. The Phygital Experience ensures immediacy and immersion, responding perfectly to the 74% of consumers who, according to a study by Uberall & MomentFeed, prefer a hybrid customer journey combining real interaction with virtual experiences called on-life.

According to the latest report by Think with Google, the goal of the Phygital Experience is to enable the public to make their purchases in shop, an environment to which they remain very attached despite the explosion of e-commerce (today, 63% of purchases start online, but 49% of consumers still prefer to buy in shop.

This model must envisage that in the physical space, technology that guarantees immediacy and immersion should be available, while in the online space, tools should be used that favour interaction between consumer and product or between consumer and company. Artificial intelligence, which is increasingly at the centre of attention, will play a fundamental role.

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