3 CX KPIs you need to learn (and how to improve them with copy)
By: Leanne Tremblay
Tags: Cx, Ux Writer, Nps, Customer Experience, Copywriting Tips

CX (customer experience), like all aspects of online and offline marketing, has its own set of favorite KPIs. Knowing what these are and how copywriting supports them not only helps you speak the language of CX, but also puts you in a great position bridge the gaps between departments in your company.

So what are the bread-and-butter KPIs in the CX world?

Net Promoter Score

Customer Effort Score

Customer Satisfaction Score

Out of the dozens and dozens of metrics to track, these three are usually the starting point for CX pros but not so much for copywriters and digital marketers.

In this article we’ll dig into what these KPIs are and how you can support them in your copy.

Net Promoter Score

Net Promoter Score (NPS) is a loyalty metric. It asks the question: “On a scale of zero to ten, how likely are you to recommend our business to a friend or colleague?”

NPS is the most popular customer experience KPI; more than two thirds of companies use NPS to rate their brand, service or product. High, neutral, and low scores divide respondents into Promoters, Passives, and Detractors.

While NPS isn’t perfect, as a copywriter, you can impact NPS scores by:

Creating followup questions to get feedback about a customer’s NPS score

Helping with voice of customer (VOC) research based on the responses to followup questions

Designing email sequences or messaging to turn detractors into promoters

Designing messaging to ask for referrals from promoters

Customer Effort Score

The CES metric analyzes how complex the product or service is. It asks the question: “How easy was it to solve your problem today?”

CES surveys are usually sent out after a customer interaction with support, after reaching a milestone in the customer journey, or immediately after a purchase.

You can impact CES scores by:

Analyzing the customer journey map for points of friction and seeing where you can improve the messaging for a smoother experience.

Designing custom chat bots for frequently asked questions

Creating well organized and up-to-date help docs or knowledge bases, and better yet, providing help docs at the moment the customer needs them (Intercom and Zendesk both do this)

Designing proactive email sequences solve bottlenecks or problems before they happen

Customer Satisfaction Score

Customer Satisfaction Score (CSAT) measures a one-time interaction, like a customer support ticket. It asks the question: “How satisfied are you with the product or service?”

While NPS measures the overall feeling towards the brand, CSAT measures the satisfaction or dissatisfaction at a specific touchpoint.

You can impact CSAT by:

Rewriting the CSAT survey question and testing it to see which version get better survey response rates

Personalizing customer interactions

Making sure voice and tone are consistent and coherent at each touchpoint you’re measuring

To wrap up

Individually, each of these copy or messaging improvements may not seem like much but when you apply them collectively, you can move the CX needle. Give them a try.

Originally published on mintedleaf.com.