Our surveys come with superpowers ⚡

Blog Customer Experience

Vital Voice Of The Customer Metrics: A Seven-Point Guide

Kate Williams

30 January 2024

4 min read

In the rapidly evolving business landscape of the 21st century, the customer’s voice is louder and more influential than ever. The modern consumer has a myriad of choices at their fingertips, and their expectations are continually shifting.

With such changes, it is crucial for businesses to understand customers deeply, gauge their sentiment, and exceed expectations. The key to achieving this lies in tapping into the voice of the customer, which can be effectively done using specific metrics.

Moreover, these voices of the customer metrics offer invaluable insights into customer preferences, behavior, and overall satisfaction. They are your secret weapon for transforming customer experience, nurturing customer loyalty, and ensuring sustainable business growth.

In this blog, we delve into seven essential voices of the customer metrics that businesses must follow.

7 Must Follow Voice Of The Customer Metrics

Here are 7 must follow the voice of the customer metrics for a remarkable business success.

1.The Customer Journey Map

The Customer Journey Map is an indispensable tool in understanding your customers’ interactions with your brand. It maps the entire lifecycle of a customer, from the initial point of contact, through the process of engagement, onto the eventual purchase, and includes post-purchase services as well.

This voice of the customer metrics involves identifying key interactions the customer has with the organization, known as touchpoints.

Examining the customer journey allows businesses to identify potential pain points or gaps in service delivery, thus enabling the creation of a more seamless and satisfying customer experience.

It provides businesses with an opportunity to take a walk in their customers’ shoes and truly see their brand from the customers’ perspective. Hence, this can then guide improvements, adjustments, or innovations to ensure customers’ needs and expectations are met.

2. The Net Promoter Score (NPS)

Net Promoter Score is a highly effective voice of the customer metric that enables businesses to assess overall customer satisfaction and loyalty.

By asking customers the simple question: “On a scale of 0-10, how likely are you to recommend our product/service to a friend or colleague?”businesses can quickly determine how well they are meeting the needs of their customers.

The answers to this question enable companies to categorize respondents into Promoters (9-10), Passives (7-8), and Detractors (0-6).  Identify whether businesses generate loyal customers (Promoters) versus those who are not satisfied (Detractors).

However, NPS also allows businesses to track changes in customer perceptions over time, and can be a key driver of business growth.

3. The Customer Effort Score (CES)

Customer Effort Score is a metric that measures how much effort a customer has to put in to interact with a brand – to make a purchase, get an issue resolved, etc.

This metric is based on the understanding that customers are likely to have loyalty towards companies that offer better experience.

By asking customers to rate their experience on a scale, businesses can gain insight into how easy it is for customers to engage with their company.

A high CES indicates that customers can achieve their objectives easily, which can lead to higher levels of customer satisfaction and loyalty. Conversely, a low CES may indicate potential obstacles or difficulties in the customer journey that need to be addressed.

4. Customer Satisfaction Score (CSAT)

Customer Satisfaction Score is a straightforward yet valuable metric that enables businesses to measure overall customer happiness with their products or services. Measure customer’s satisfaction level using a numerical scale.

A high CSAT score is indicative of customers being pleased with your offerings, thereby suggesting that the business is effectively meeting customer needs.

A low score could flag areas where your product or service may be falling short.

Regularly tracking CSAT can help a business to continuously improve its offerings and maintain high levels of customer satisfaction.

SurveySparrow allows you to explore the key features of Customer Satisfaction Score for free. Try out this 14-day free trial now. Grab it soon!

5. Customer Loyalty Index (CLI)

CLI provides an in-depth look at customer loyalty by considering multiple factors. This metric includes likelihood of a customer to continue doing business and likelihood of a customer recommending the brand. Also, it determines the overall customer satisfaction score.

The CLI, therefore, provides a more comprehensive view of customer loyalty than any of these factors individually. It is particularly useful for spotting trends and understanding the overall health of a business’s customer relationships.

6. Customer Lifetime Value (CLTV)

CLTV is a crucial voice of the customer metric that estimates the total revenue a business can reasonably expect from a single customer account. It considers a customer’s revenue value and compares that to the company’s predicted customer lifespan.

Businesses use this metric to identify significant customer segments that are the most valuable to the company.

Thus, a higher CLTV means that a customer is expected to generate more revenue for the business over time. This emphasizes the need for strategies aimed at customer retention.

Thus, by understanding CLTV also helps businesses determine how much they should spend on acquiring new customers. Also, what resources to allocate for customer retention.

7. Repurchase Ratio

The repurchase ratio, as the name implies, quantifies the number of customers who return to make another purchase. Calculate by dividing the number of repeat customers by the total number of customers.

Thus, a high repurchase ratio suggests that a high number of customers were satisfied with their previous interaction, transaction, or purchase, and have chosen to do business with you again.

A low repurchase ratio may indicate that customers are not satisfied enough to return. This might be an indication to review your customer satisfaction strategies and make necessary improvements.

Wrapping Up

In conclusion, harnessing these seven voice of the customer metrics empowers businesses to gain a holistic understanding of their customers’ experiences, needs, and expectations.

Moreover, they guide the process of enhancing customer satisfaction, fostering loyalty, and, eventually, boosting business profitability. So, the customer-centric businesses of today’s age are not about what the business thinks they’re delivering, instead about how the customer perceives it.

Hence, tuning in to the voice of your customer, effectively measuring it, and allowing it to shape brings business success. These metrics function as the compass that directs your customer experience initiatives towards more meaningful, impactful directions.

So, invest time in understanding these metrics, implement them in your strategy, and let the voice of your customer guide you towards remarkable growth and success.

Kate Williams

Content Marketer at SurveySparrow

Everything about delighting customers.
You’ll find them here.

Leave us your email, we wont spam. Promise!

Start your free trial today

No Credit Card Required. 14-Day Free Trial

Try For Free

Request a Demo

Want to learn more about SurveySparrow? We'll be in touch soon!

Request Demo