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How to Measure Customer Experience: A Complete Guide

Kate Williams

26 July 2023

5 min read

Are you wondering how to enhance customer satisfaction and build lasting relationships with your target audience? Measurement is the key! Understanding and measuring the customer experience plays a pivotal role .Every interaction a customer has with your brand contributes to their overall perception of your business.

From their first encounter to ongoing interactions and support, the customer experience plays a pivotal role in shaping their loyalty and advocacy. But how can you gauge the quality of these experiences? But how do you effectively measure customer experience? Which metrics should you track? 

Fear not, as we delve into the world of customer experience measurement, providing you with valuable insights, strategies, and tools to boost your CX game.

Understanding Customer Experience Measurement

Before we deal with that, let’s first look at a very important question.

What’s the deal with customer experience

Customer experience (CX) encompasses every touchpoint a customer has with your brand, including their emotions, perceptions, and overall satisfaction. It’s like a story, with each touchpoint shaping the narrative. From the first website visit to post-purchase support, customer experience encompasses everything. It’s the feeling of delight when a product exceeds expectations, the frustration of a confusing website, or the joy of personalized service. In short, customer experience is the magic that turns ordinary transactions into unforgettable moments.

Okay, now let’s get back to business. 

Measuring customer experience allows you to gain valuable insights into your customers’ thoughts, sentiments, and preferences. By collecting relevant data and leveraging appropriate metrics, you can evaluate your CX initiatives’ success and identify improvement areas.

When it comes to customer experience measurement, having the right tools at your disposal is essential. A reliable customer experience measurement platform like SurveySparrow can simplify the data collection process, automate surveys, and provide real-time analytics. These tools enable you to gather feedback at key touch points throughout the customer journey, giving you a comprehensive understanding of your customers’ experiences.

Key Customer Experience Metrics


1. Net Promoter Score (NPS)

  • This metric measures customer loyalty and gauges the likelihood of customers recommending your brand to others. 
  • NPS is derived from a simple question: “On a scale of 0-10, how likely are you to recommend our product/service to others?” By categorizing respondents into promoters, passives, and detractors, you can evaluate the overall sentiment toward your brand.
Calculation: NPS = %Promoters – %Detractors

2. Customer Satisfaction Score (CSAT)

  • CSAT measures how satisfied customers are with a specific interaction or experience. 
  • It usually involves asking customers to rate their satisfaction on a scale, typically ranging from “Very Unsatisfied” to “Very Satisfied.” CSAT provides insights into the effectiveness of individual touchpoints and helps identify areas that require improvement.
Calculation: CSAT = (Sum of Positive Responses / Total Responses) x 100

3. Customer Effort Score (CES)

  • CES assesses the ease or difficulty of a customer’s experience with your brand.
  • By asking customers to rate the effort required to accomplish a particular task or resolve an issue, you can identify pain points and streamline processes to reduce customer effort.
Calculation: CES = (Sum of Effort Scores / Total Responses) x 100

4.Customer Lifetime Value (CLV)

  • CLV is like a crystal ball that predicts the net profit a customer will generate throughout their entire relationship with your business. 
  • It goes beyond the initial transaction and considers the value derived from repeat purchases, upsells, and referrals.
Calculation: CLV = (Average Purchase Value) x (Average Purchase Frequency) x (Customer life span)

5. Customer Churn Rate

  • It refers to the percentage of customers who stop doing business with you within a specific period. 
  • It tells you how well you’re keeping customers engaged and satisfied.
  •  By identifying the reasons behind customer churn, such as poor product quality, subpar customer service, or competitive offers, you can take proactive steps to address those issues and improve customer retention. 
Calculation: Churn Rate = (Number of Customers Lost / Total Number of Customers) x 100

6. Customer Retention Rate

  • The CRR measures the percentage of customers you successfully retain over a specific time period. 
  • A high retention rate indicates customer satisfaction, loyalty, and a strong relationship with your brand.
Calculation: Retention Rate = {(Total Number of Customers at the End – Number of Customers Acquired) / Total Number of Customers at the Start} x 100

7. Customer Journey Analytics

  • It’s the practice of analyzing and understanding the end-to-end customer journey across multiple touchpoints and channels.
  • From the first point of contact to post-purchase engagement, customer journey analytics allow you to fine-tune your strategies and deliver seamless and memorable experiences.
Calculation: Analyzing customer interactions, behaviors, and preferences at each stage of their journey using data analytics tools and techniques

Strategies for Effective Customer Experience Measurement

Measuring customer experience is not just about collecting data; it’s about taking meaningful actions based on insights. Here are some best practices to ensure effective customer experience measurement:

Define Clear Objectives:

Start by defining clear objectives for your customer experience measurement efforts. What specific outcomes do you aim to achieve? Align your metrics and strategies with these objectives to drive meaningful improvements.

Capture Feedback at Key Touchpoints:

Identify the critical touchpoints in your customer journey and capture feedback at each stage. This helps you holistically understand the customer experience and identify areas requiring attention and improvement.

Act on Feedback:

Gathering feedback is only the first step. You must take action based on the insights gained to truly improve CX. Use the data to identify trends, address pain points, and implement changes that enhance customer satisfaction.

Foster a Customer-Centric Culture:

Make customer experience a priority across your organization. Encourage all employees to contribute to improving customer experiences, and empower them to take ownership of the customer journey.

Visual Suggestion:

Insert a table listing different customer experience strategies and the corresponding metrics they align with, and highlight the importance of taking action based on the metrics.


So, to wrap it up, customer experience measurement is crucial for businesses. It helps them understand how customers perceive their brand and interactions. By using metrics and analyzing the customer journey, companies can identify areas for improvement and enhance customer satisfaction and loyalty.

But it doesn’t stop there. It’s essential to have a solid strategy in place, with thoughtful design, empowered employees, and the ability to measure results. These pillars of success ensure that businesses can continually improve and adapt to meet customer needs.

So, whether you’re a small startup or a large corporation, investing in customer experience measurement is vital. It’s about putting your customers at the center of everything you do and creating experiences they’ll remember and cherish. By doing so, you’ll not only drive growth but also build long-term relationships with your customers.


Q1. What are the six dimensions of customer experience?

A. The six dimensions of customer experience include:
1. Reliability (consistency and dependability)
2. Responsiveness (timeliness and willingness to help)
3. Assurance (competence and credibility),
4. Empathy (understanding and caring)
5. Tangibles (physical and digital elements)
6. Personalization (tailoring experiences to individual needs)

Q2. What are the three main components of customer experience?

A. The three main components of customer experience are:
1. Customer Journey (the end-to-end process a customer goes through)
2. Customer Touch Points (interactions between the customer and the business)
3. Customer Emotions (the feelings and reactions evoked during the experience)

Q3. What are the five modes of customer experience?

A. The five modes of customer experience are:
1. Buy (the process of purchasing a product or service)
2. Own (the post-purchase stage of ownership)
3. Use (the actual utilization of the product or service)
4. Ask (interactions with customer support or seeking information)
5. Advocate (recommendation and sharing positive experiences with others)

Q4. What are the four pillars of the essential customer experience?

A. The four pillars of the essential customer experience are:
1. Strategy (aligning business goals with customer needs)
2. Design (creating intentional and seamless experiences)
3. Enable (empowering employees to deliver exceptional experiences)
4. Measure (tracking and analyzing key metrics to monitor and improve customer experience)

Kate Williams

Content Marketer at SurveySparrow

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