How to set business goals when you’re improving your customer experience

Written by Alicia Lozano

On August 10, 2022

I’ve said before how important customer experience is and I’ll say it again! 

Because a good customer experience is at the heart of every great business. 

The truth is, if you’re focused on providing your clients with an amazing experience, from start to finish (and even after they’ve done), your business will thrive.

I could go on and on about the benefits of a good customer experience…in fact…I already have! So if you want to learn a little bit more about exactly why an exceptional customer experience is instrumental to the success of your business, head over to this blog right here!

But today, I’m talking about how exactly to set goals when it comes to the customer experience. Because far too frequently, customer experience is a passive thing in people’s businesses. It’s something that happens naturally and aside from the odd passing thought of ‘how can we make this better, people don’t tend to be very active in creating a customer experience that stands out! 

That’s right, your customer journey needs to be an active process, one you consciously build up and improve. If you want to learn how to do just that, you need to pop, lock, and drop it! 

(No idea what I’m talking about? Give this blog a read…your customers will thank you for it!) 

But like with every other area of your business, you need to set goals so you can clearly see how your customer experience is developing. 

Because once you commit to elevating your customer experience, you want to make sure that the changes that you’re about to make actually help you achieve your business goals. 

The best way to know for sure that what you’re doing is making a difference is to know what you’re aiming for and to measure it

So in today’s blog, I’m going to help you set your main goal!

This goal will then help you know how to best design your customer experience and what strategies you can implement. 

There are 3 main goals I always recommend to clients, so let’s break each one down. 

Goal 1: New Customers

New business is always a good thing and it’s a really good goal to have in relation to customer experience. 

If you’ve read any of my previous blogs on the subject (They’re the ones I linked above so go read them!), you’ll know that providing your clients with an excellent customer experience will turn all your previous and current clients into your biggest cheer squad! 

This means one thing: REFERRALS.

So if this is the main goal you choose for your customer experience, you want to really think about how you can turn your existing customers into your own hype squad. 

Of course, this means you want to make sure everything is smooth and enjoyable for your clients whilst they’re working with you. But you could also achieve your goal by providing a referral program so it makes it easier for your hype squad to refer you to others. 

Make sure to track your lead sources so you can double down on those channels too!

The key KPI for this goal will be if you start attracting more customers. Just make sure to track this number and where they’re coming from. If a lot are coming from referrals, chances are your customer experience is pretty damn good!

Goal 2: Improving Your Customer Feedback Score

It goes without saying, the better your customer feedback score…the better your customer experience! 

This is why it’s a great goal to have when you’re focusing on improving your customer experience. It’s also a good goal if you’re just starting to track how the entire experience was for your customer.

If this is the goal you go for, you’ll need to incorporate a feedback survey and/or customer service touch points throughout their experience. And if you haven’t been tracking it, you might want to add in a way for old customers to provide feedback so you get a baseline!

A great way to track your customer feedback score is by calculating your Net Promotor Score. This is pretty simple to do but it relies on you having one key question in your feedback survey:  How likely is it that you would recommend (name of your business) to a friend or colleague? 

You then have them select a number between 1 and 10 with 10 being extremely likely and 1 being not likely at all. If someone says 9 or 10, they’re classed as a promotor, if they say 7-8 they’re passives, and between 1 and 6 are detractors. 

To calculate the NPS you take away the percentage of detractors from the percentage of promoters. The score will fall somewhere between -100 and 100. The closer to 100- the better your score! 

Goal 3: Lower Churn Rates

If you work on a retainer basis or have a membership model, this goal might be a great place to start!

Your churn rate is how long your customers stay with you. So using the example above, your churn rate would be how many months they stay working with you on retainer, or how long they subscribe to your membership. 

It’s no secret that keeping an existing customer is less expensive than acquiring a new one and it’s clear to see how having a low churn rate means you’re providing a good customer experience. Because if you are, the more likely they are to stay!

For this goal, you may want to consider strong retention & nurturing strategy. 

Making sure you know your current churn rate and why customers drop off is super important with this goal for two reasons: Firstly, if you know why and when they drop off, you can identify where you need to improve and when would be a good time to implement the strategy. Secondly, knowing your current churn rate means you can monitor any improvements to check your strategy is actually working! 

To calculate your churn rate, you can use this calculation: (Lost Customers ÷ Total Customers at the Start of Time Period) x 100

If you want any extra help improving your customer experience or working towards one of these goals, feel free to get in touch…it’s kinda my thing and I’d love to help!!

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