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.