Measuring Customer Experience

Measuring Customer Experience

You Must Be Able to Relate to How Customers Treat Your Product/Service From Beginning to End

If you are in the training business or work with training companies, you will be familiar with the idea of evaluation forms and the measure that they are used to express satisfaction around the training. There has long been discussion about the validity of evaluations and whether they truly are a reflection of customer experience.

In recent years, some companies have begun to lean toward NPS (Net Promoter Score) with confidence that it answers the question of willingness to do repeat business based on a series of experiences. This can be challenging to scale and to ensure enough customers with comparable services are being evaluated. Many customers don’t believe that it is about satisfied learners but rather ROI (return on investment). This is often because ROI can be used as a mechanism to ensure future funding and support from the business. The ROI question poses an interesting challenge because to do it well, a partnership between training and customer must emerge with a methodology to gather the appropriate before data, compare it with the after data and then results in a timely fashion to show ability to sustain success.

When you get to the bottom of the discussion it is important that you and the customer, know what you want
to measure. Is it classroom experience, online experience, operational efficiency experience, facilitator command skills/knowledge, content relevance, simulations, planning — or all of the above? Do they all have the same weighting? Is customer experience the same as learning experience?

The classroom or on-line content is one aspect. How was the deployment managed; did the different businesses across the globe get properly assessed and incorporated into the training content; were the materials customized to reflect the customer’s business, delivered on time; and did the training company work with the business to really understand what you participants and users were more in need of? Did the training partner work with you on the sustaining plan; and did the relationship truly add value to the work your team or company is doing?

Customer experience reflects the lifecycle of the relationship from introduction to exit. Classroom evaluations, NPS and ROI all play a role in the expression of the customer experience; it is not down to a single class or individual.

The trick to customer experience is being able to effectively collect the relevant information along the way and show the evolution of the experience. Expressing the journey accurately and sharing insights with the right audience will provide critical insight to help you drive desired outcomes.

With all of the methods that are out there, it is clear that there is no shortage of ways to measure customer experience, but it is all for nothing if the right story doesn’t get to the right influencer.

What is the right measure of an outstanding customer experience? Ask the customer, and then listen closely — your journey awaits.

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