Customer experience is an integral part of every business’ success. One of the major deciding factors for customers is how well an eCommerce store creates a personalized experience.
The customer experience initiatives differentiate popular eCommerce stores from unpopular ones. Jeff Bezos has always encouraged brands to be “customer-obsessed,” and standing in 2022, the only way to showcase your customer-centric approach is by creating a powerful customer experience platform.
But there is a question here. How do you estimate the effectiveness of your customer experience initiatives? The answer is simple. You need to identify and measure the suitable customer service metrics and KPIs for that.
In this blog, we’ll list some of an essential customer experience KPIs for eCommerce stores that you should keep tracking.
So, let’s dive in!
6 Customer Experience KPIs to Track in 2022
Here are the top customer experience KPIs eCommerce stores should track and analyze in 2022 to streamline their customer experience initiatives:
1. Customer Satisfaction (CSAT)
CSAT is one of the most used customer experience metrics of all time. It estimates how satisfied a customer is with your business. The purpose of estimating CSAT is to find out what the customers are thinking about your eCommerce store.
A popular question to include in your customer experience survey is –
How satisfied are you with our service on a scale of 1-5?
Now, if a customer gives you 5 stars, they are most satisfied while 1 star implies least satisfied.
When you’re conducting a customer satisfaction survey, there can be more such questions to understand the customers’ demands, the existing bottlenecks in your initiatives, and a solution to improve the CSAT score.
2. Churn Rate
The purpose of estimating this customer satisfaction KPI is to find out how many customers have stopped using your products in a certain time period. Here is an example:
Suppose, 100 customers have subscribed to your store at the beginning of the year but at the end of the year, there are only 70 subscribers. That means 20 customers have unsubscribed from your store, which makes your churn rate 20%.
This is one of the major customer services KPIs to find out what the customers want, why they stopped using your product, and what actions you can take to retarget these users.
3. Net Promoter Score (NPS)
Our list of customer experience KPIs will be incomplete without the NPS score KPI. Top global companies have estimated the NPS score metrics to find out their customer experience status. The purpose of estimating the NPS score is to find out if the customer will recommend your products and services to others (friends, family, etc.) or not.
Typically, any NPS survey includes this question:
On a scale of 1 to 5, how likely are you to recommend our products/services to others?
If the customer gives you 5 stars, they are very likely to recommend you to others while a rating as low as 1 implies that the customer is unhappy with your services and will not recommend you to others.
Apart from being an extremely simple customer experience KPI, the NPS metric also helps eCommerce stores to identify their loyal customers. Accordingly, these stores can plan special strategies to satisfy these loyal customers.
4. Customer Effort Score (CES)
Another customer experience metric that is immensely essential is CES. This is completely a transactional KPI. This metric measures the complexity level of your service and how much effort the customers had to put in. ideally, customers look for effortless services and if you can provide that, your CES score will increase.
A popular question that eCommerce stores typically ask customers in a CES survey is,
How was it for you to solve the problem with our product/service?
The relevant options can be – Very difficult, difficult, neutral, easy and very easy.
Evidently, if the customer goes for “Easy” option, it will imply an effortless experience. On the other hand, a customer who goes with the “Very difficult” option struggles with your product.
This metric can easily find struggling customers, who are very likely to churn. Once you find out about these users, you can easily offer them targeted assistance to reduce the churn possibilities.
5. Cart abandonment rate
Cart abandonment is one of the biggest issues for eCommerce stores. In fact, eCommerce shopping carts are abandoned over 69.5% of the time. Therefore, it is always a great idea to estimate this customer experience KPI and take proper corrective actions to reduce it.
The purpose of estimating this metric is to find out how many users are leaving the store despite adding products to the cart. This customer experience KPI is directly associated with conversion and it points out the roadblocks in converting a browser into a buyer.
Why is it Difficult to Achieve these Customer Experience KPIs?
Before tracking these important customer experience KPIs, you should also know about the potential challenges. Below are some of the roadblocks that you may have to face to estimate the above mentioned KPIs:
High customer expectations
It can be difficult to cope up with the increasing customer expectation pressure. These days, customers are technologically ahead and expect prompt, personalized responses from the eCommerce stores. This can be one major reason why your customer experience KPIs are not performing well.
Your customer support team is responsible for creating and resolving customer complaint tickets. The support agents need to move back and forth between back-end and front-end records to address each customer query. All these can create data silos and increase ambiguities for the support executives.
Some customers are difficult to handle. They respond angrily and even argue with the support executives most of the time. It is hard to win over these customers and achieve honest feedback. The involvement of such customers can affect your customer experience KPIs too.
We hope you now have a fair idea of the major customer experience metrics and why you should estimate them in 2022 to keep track of your customer experience initiatives. Newbie eCommerce stores may face overwhelmed with so many customer experience KPIs.
Keep in mind that, you don’t have to estimate all these KPIs at once. Start with one, find out the insights, and take actions based on the findings. This way, you can estimate the remaining KPIs too and plan new customer experience strategies for your eCommerce store.
So, get started today!