The consumer is a concrete figure – each one of us – and fundamental in transforming their customer experience into information to continuously improve the services we receive. In light of World Consumer Day, celebrated on March 15th, it's good to remind both customers and service providers that the " 1 to 10" rating we hear before ending a call with a customer service representative from a contact center can make all the difference.

First of all, let's start by understanding "Why?"

According to a study by the consulting firm Zippia, 64% of consumers consider customer experience more important than price. Furthermore, 72% share their experience with at least six people, while 89% have already switched providers due to a bad experience. Considering that, according to a Gartner study, 24% to 28% of consumers give up after waiting longer than they consider acceptable, and the threshold is two minutes, the time factor can determine a good or bad experience. A callback system , which allows callers to request a callback, could be a step to take.

Knowing all this, for those who provide services and listen to them in contact centers , as is the case for companies in very diverse sectors, it becomes fundamental that everyone is aware of the main metrics used in this measurement and analysis. These create a prime opportunity to identify and correct friction points in customer service, optimize processes for greater operational efficiency, increase customer loyalty and retention, and boost revenue through satisfied customers and brand advocates.

There are some questions that demonstrate " how" to measure customer experience.

Would you recommend it to a friend or family member?

This is a classic example and the one that best reflects the intensity of the moment. The Net Promoter Score (NPS) measures the likelihood of a customer recommending your company to others, based on a scale of zero to 10. From highly satisfied and loyal customers (9-10), to satisfied but not enthusiastic (7-8), and to dissatisfied customers, potential disseminators of negative feedback (0-6), there is a set of profiles to analyze. A contribution to improving satisfaction can lie in the adoption of a chatbot, focused on providing objective information and ongoing support.

And what about satisfaction?

The Customer Satisfaction Score (CSAT) measures customer satisfaction with a specific interaction. Customers rate their experience on a scale of one to five (or one to 10). In this era where artificial intelligence is increasingly present in communication channels, and so many companies include chatbots in their offerings, it can be a good way to understand customer satisfaction with them, compared to human agents.

Solved on the first try?

We all deserve a second chance. But resolving a customer's challenge or need on the first try is undoubtedly the result that ensures the most satisfaction and saves the service provider the most resources. That's why the First Call Resolution (FCR) metric appears so often in customer satisfaction questionnaires made available to consumers after service. Here, in customer service provided by human agents, training to increase the resolution rate on the first contact is fundamental.

Easy, or after some effort?

"How easy was it to solve your problem today?", on a scale of one to five, where one means " very difficult" and five means " very easy". For those who hear this question at the end of a call, know that this is the Customer Effort Score (CES), which measures the effort a customer has to make to solve their problem. If the process is considered complicated, the number of steps will likely be reduced or the process simplified.

Time is crucial.

Talking about customer loyalty and retention often has different connotations for sellers and consumers. But it doesn't have to be that way. To consumers and service providers, we remind you that Customer Lifetime Value (CLV), which calculates the total value a customer brings to a company throughout their relationship, includes data on average revenue per customer, retention rate, and average relationship duration to obtain this metric. Higher-value customers tend to receive personalized services or loyalty programs that increase their loyalty. Participation is voluntary. The benefits are guaranteed. With transparency and clarity in the information, everyone will be satisfied.

And the tools?

From the customer's perspective, the evidence is subtle, and that's a good thing. The questions asked at the end of the call, or the pop-up or email sent, are very valuable, and a well-informed consumer will understand the power they have to participate in decisions and change to improve how they are served. For companies, the names are varied: from CRM (Customer Relationship Management) platforms with CX (Customer Experience) integration to feedback software , real-time analytics tools and personalization intelligence, dashboards , and artificial intelligence resources.

What are they for? To measure results in real time and seek to increase customer satisfaction levels, with greater agility and information, adapting to their needs and contributing, in various sectors, to their loyalty.