MeasureCamp - Customer Experience Metrics Workshop
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This document summarizes a workshop on defining customer experience metrics. It is divided into 4 parts that identify key behavioral, attitudinal, technical, and operational metrics. For each part, the document provides example metrics to start with and then additional metrics suggested by workshop participants. It captures over 30 potential metrics across the 4 categories that were collectively brainstormed during the workshop.
MeasureCamp - Customer Experience Metrics Workshop
- 1. Customer Experience Metrics Workshop March 5th, 2016
- 2. Workshop Objective 2 #measurecamp @nicolasmalo Define the main customer experience metrics in 3 groups and in less than 30 minutes !
- 3. About Nicolas Malo • 20 years of experience in Cyber, Online, E-Marketing, Digital Marketing • Focusing full time on Digital Analytics for the last 6 years • Digital Analytics Consultant, based in Lille (Northern France) • Co-founder MeasureBowling • Lead Organizer MeasureCamp Paris • President AADF (French-speaking Digital Analysts Association) 3 #measurecamp @nicolasmalo
- 4. Many thanks to all Participants! 4 #measurecamp @nicolasmalo
- 9. Behavorial Metrics 9 Behavorial What happened?
- 10. Attitudinal Metrics 10 Attitudinal What’s the user perception?
- 11. Technical Metrics 11 Technical Did we have any technical issue?
- 12. Operational Metrics 12 Operatio- nal How fast did we respond to users’ requests?
- 13. Part 01 Behavorial Metrics
- 14. A few indicators to start with • Bounce rate • Clickthrough rate • Average pages per visit • Funnel conversion rate • Visit to order conversion rate 14 #measurecamp @nicolasmalo
- 15. Indicators suggested by participants (1) • Refresh rate (# of refreshes / # page views) • Scroll rate (# of scrolls started / # page views) • Site search usage rate (# of sessions with site searches / # visits) • % of site search refinment 15 #measurecamp @nicolasmalo
- 16. Indicators suggested by participants (2) • Exit rate (# of exits / # page views) • Cross-device rate (# of cross device visits / # visits) • Visit social share rate (# of visits with social shares / # visits) • Page social share rate (# social shares / # page views) 16 #measurecamp @nicolasmalo
- 17. Indicators suggested by participants (3) • Add to cart rate (# of visits with add to cart / # visits) • Revenue per user / customer • Dwell time (actual length of time that a visitor spends on a page before returning to the SERPs) • % of visits with at least 2 page views • Cart abandonment rate 17 #measurecamp @nicolasmalo
- 18. Indicators suggested by participants (3) • CTR on phone number • Newsletter sign up rate (# of visits with newsletter sign-up / # visits) • Account creation rate (# visits with account creations / # visits) 18 #measurecamp @nicolasmalo
- 19. Part 02 Attitudinal Metrics
- 20. A few indicators to start with • Satisfaction rate • Task completion rate • Customer Effort Score • Net Promoter Score • Intent to Buy Rate 20 #measurecamp @nicolasmalo
- 21. Indicators suggested by participants • % of intent to recommend • % of intent to return • Average users / brand / product ratings • % of FAQ helpfulness 21 #measurecamp @nicolasmalo
- 22. Other measurement points suggested by participants • Intent of visit • Free text feedback • Reason for not purchasing 22 #measurecamp @nicolasmalo
- 23. Part 03 Technical Metrics
- 24. A few indicators to start with • Uptime rate • Average page load time • % of visits with errors 24 #measurecamp @nicolasmalo
- 25. Indicators suggested by participants (1) • 404 rate (# of visits with 404 pages / # visits) • Type of error pages being served • Average server response time • Average page weight • Average number of different elements on a page 25 #measurecamp @nicolasmalo
- 26. Indicators suggested by participants (2) • % of forms viewed with error messages • % of bot traffic 26 #measurecamp @nicolasmalo
- 27. Part 04 Operational Metrics
- 28. A few indicators to start with • % of visits with contact requests (chat, Email, etc…) • % of visits with self service transactions • Average response time • Average resolution time • First contact resolution (FCR) 28 #measurecamp @nicolasmalo
- 29. Indicators suggested by participants (1) • Average handling time • Wait time for chat • % of pages with chat requests • Share of contact method (Email, Twitter, chat, etc…) • #of referrals to call centers 29 #measurecamp @nicolasmalo
- 30. Indicators suggested by participants (2) • % of unnecessary contacts 30 #measurecamp @nicolasmalo
- 31. Nicolas Malo OPTIMALWAYS 45/1 avenue de Flandre 59290 Wasquehal France Tel : +33 3 59 36 50 35 nmalo@optimalways.com www.optimalways.com