CX measurement for ultimate accountability

The single best point that can be made about the contact center as a product sale or service delivery vehicle is its accountability.

When your contact center is seemingly humming along, it is just that, “seemingly”. Ignoring a weak link in the process of making or taking calls will certainly not make the problem or its cause disappear.

This is a case where ignorance is not bliss. You must measure to manage. And the first – most important – step you can take is to measure and locate ways to improve processes, therefore profit.

That’s where customer experience (CX) feedback measurement captures feedback for your contact center and provides the opportunity to locate and diagnose improvement in your processes to solve the cause and remove future recurrence.

CX measurement allows you to gain first-hand feedback and knowledge of the experience your business is delivering to your customers.

The insights can be invaluable.

The most common CX survey options include:

  • Customer Effort Score (CES)
  • Net Promoter Score (NPS)

What is a Customer Effort Score (CES)?

Working on a score-based system CES can deliver a product experience or staff transaction-based loyalty measurement.

A simple survey asks: How easy or hard was it to do business with us today? – with a 1-7 scorecard from best to worst.

Let’s be honest – and we all do this in our interactions, good votes are less common than the bad – almost twice as many negative responses. This natural human trait ensures that it is imperative to identify and resolve any issues before the move to social media or review sites.

On the same level, the adage of two ears and one mouth should allow us to listen twice as much as we speak. Listening to your customers should be paramount.

Better still, resolution of negative feedback issues will increase future brand loyalty, advocacy and customer retention. And this feedback can allow you to develop product or services improvements and processes.

What is Net Promoter Score (NPS)?

The NPS is a complicated mathematical equation that subtracts the percentage of detractors from the promoter’s responses and excludes those who are neutral. It is also based on the Likert scale and is an 11-point scale – 0-11.

And the question is as straightforward as “would you recommend our product/service/company to your family and friends/colleagues”?

The outcome results provide critical knowledge for improving customer experience and service. You can find out more about the Net Promoter Score in our recent article.

Question types and placement matches the art and the science.

The design of your survey is paramount to maximize response and should be enticing, engaging and relevant.

Options should be minimalistic to encourage ease of feedback and can be:

  • Yes or no,
  • Mark out of 5,7, or 9, (the Likert scale is recommended)
  • Thumb up or down,
  • Multiple choice, agree or
  • Disagree or agree scales
  • Really, any type of question you can think of
  • Types and display of reports

For a more in-depth insight into the response, you should include additional verbatim feedback questions determine why somebody gave that score.


The timing of delivery of the survey may be crucial to both the level of response and the response score obtained.

  • Immediately after customer support/contact center interaction
  • Immediately or soon after a product or service purchase
  • Within the customer lifecycle/journey
  • When their feedback can prove to be most useful.

What next?

Start the survey process!

Of course, you can manage your CX program in house from question design and deployment to reporting and analysis. But, unless you have internal resources with research experience, there is always the possibility of including leading questions, missing out important questions – or simply not asking the right questions.

There are also myriad options when choosing a company and software to support your CX surveys. Some are free of charge but offer limited question types, no customization, basic reporting, and there’s no one at the end of the phone to assist you with question design. Others are hugely expensive, complex and are more suitable for larger enterprises (with even larger marketing budgets).

This is where CustomerCount® steps up.

With over 12 years’ experience in online enterprise feedback management (EFM), the team certainly knows a thing or two about customer satisfaction surveys.

The team will work with you every step of the way to develop a CX survey that provides the data you need and the expertise to help you understand the results.

With a wealth of deployment options, complete survey customization and 24/7 straightforward reporting with over 70 report templates, in over 40 languages, you can quickly and easily measure and monitor your customer satisfaction levels.

What’s more, CustomerCount is cloud-based, so it’s easy for your remote workers to access at any time. And, finally, as president Bob Kobek adds: “We are also small enough always to pick up the phone when you call.” How refreshing is that?

To find out more, contact Bob Kobek today at 317-816 – 6000 or by email at [email protected].

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