Introduction to CX Analytics

In this article, we will briefly introduce you to the CX culture and show you the formulas for calculating key CX metrics.

CX (Customer Experience) is a common denominator that includes the entire set of customer interactions with a brand. Typically, the customer experience begins with the discovery of the company (acquaintance). Further - the beginning of interaction, ordering, payment, use of a product or service, brand support. At each stage, the client comes into close contact with the company and brings out his unique experience from all this, which can be either positive or neutral, or negative.

The task of CX analytics is to detect negative customer experiences to help transform them into positive or at least neutral ones.

The task of CX analytics is to detect negative customer experiences to help transform them into positive or at least neutral ones.

If a company knows how to effectively deal with negative customer experiences, then this becomes the next step after it is discovered. This helps reduce customer churn.

To analyze customer experience, you first need to collect it. For this, polls are used. There are 7 key principles in CX analytics, according to which it is necessary to formulate questions in them. For understanding, consider the following survey.

First, there are questions that add up to the QE Score (Quality of Experience, from the English - assessment of the quality of experience). They are usually given on a scale of 0-10, with 0 being the lowest and 10 being the highest. Globally, all QE questions answer the general question: "How satisfied are you with the following aspects of our customer service?"

CX Principle Example question
See it from their point of view Our understanding of your specific needs and objectives
Recognise them and tailor your offer Our ability to tailor our response to your specific needs and objectives
Be accessible and efficient Turnaround time and ease of transactions you completed
Take responsibility and resolve it first time Effective and timely resolution of any complaints or issues you encountered
Keep them informed Provision of accurate and complete information
Do what we say we will Professionalism and friendliness of the employee(s) you interacted with
Go the extra mile Professionalism and friendliness of the employee(s) you interacted with

As a result, we have 7 scales, which are filled with results from 0 to 10. To obtain the QE Score, you just need to get their average value and multiply it by 10.

QE Score = AVG (Principle 1;…; Principle 7) * 10

The next important parameter in CX analytics is the AS Score (Advocacy). If you already use NPS analytics in your business, then we have good news for you - when collecting data for calculating the AS Score, the client is asked to answer the same question as in NPS analytics. This means that you do not have to completely rewrite the architecture of an existing survey, you just need to add QE questions to it. However, the formula for calculating the AS Score still differs from the formula for calculating the NPS. If NPS is an indicator that can be in the range from -100 to 100, then AS Score is only from 0 to 100, like all indicators that are involved in CX analytics.

To recap what an NPS (AS) question might look like, “Based on your experience with a brand, how likely are you to recommend it to others? (On a scale from 0 to 10) ".

AS Score = answer to AS question * 10

By the way, if the client's answer to the AS question is in the range from 0 to 6, then it is negative and in this case it is recommended to invite the client to answer the question: "What is the main reason for your assessment?" - this will help employees when working with the client in the future.

The answers to the questions of the two previous indicators can be correlated with the following scale

In general, the two previous indicators are enough to calculate the key CX analytics indicator - CX Score.

CX Score = (QE Score * 80%) + (AS Score * 20%)

Based on its results, you can finally determine the group in which the current client is located:

  • promoters (from 80 to 100)

  • liabilities (from 60 to 79)

  • ill-wishers (from 0 to 59).

And, accordingly, take the necessary measures to improve the quality of their customers.

Share this:


    Let's do this together -
    Your business has a story

    Callback request

    We will call you back within an hour or at a convenient time for you

    Live Chat
    We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it.
    Privacy policy