How to Measure Customer Experience: The Top 8 Metrics Every Service Professional Should Know

As a service professional, your success is directly tied to the quality of customer experience (CX) you provide. Delivering great CX not only creates happy customers, but also contributes to the overall success of your business. 

Metrics play a crucial role in improving your customer experience. By measuring and analyzing customer feedback, you can identify areas for improvement and adjust your practices accordingly. 

For example, resolving customer issues quickly can increase the likelihood that they’ll remain loyal to your business by 2.4x. Similarly, reducing the customer effort score (CES) by simplifying your services can result in more satisfied customers who are 76% more likely to recommend your brand to others.

Investing in positive customer experiences can lead to repeat business and increase customer retention rates, which is more cost-effective than constantly seeking out new customers. But with so many metric options available, it can be challenging to decide which ones to focus on.

In this guide, we’ll walk you through the top eight metrics every service professional should know to measure customer experience. We'll also show you how to use these metrics to identify areas for improvement, make data-driven decisions, and ultimately scale your service business.

Measuring customer experience

To improve customer experience, it's crucial to gather data through various methods. 

Why go the extra mile and spend more money to keep your existing customers happy? 

Well, think about it this way: It's much more expensive to attract new customers than it is to retain the ones you already have. And let's not forget that 32% of people worldwide say they would switch to a different brand after just one bad experience. 

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So, it's crucial to make sure your customers have a great experience with your business to keep them coming back for more.

One common way to collect customer feedback is through surveys. These surveys can be sent after a customer makes a purchase, interacts with customer support, or uses a product or service. Surveys can be in the form of multiple choice questions, open-ended questions, or rating scales.

Journey maps are another effective method for measuring customer experience. This process tracks a customer's interactions with a business and helps identify points of friction that may prevent a customer from completing a purchase. 

Journey maps can include information such as customer demographics, behavior, and motivations, and they can help businesses understand how to better cater to their target audience.

Other methods for gathering data on customer experience include:

• Customer interviews: This can be done in person or through phone or video calls. Interviews allow businesses to ask open-ended questions and gather more detailed feedback.
• Social media listening: By monitoring mentions of your brand on social media, businesses can understand how customers perceive their brand and quickly address any concerns or negative feedback.
• Website analytics: Analyzing website traffic, user behavior, and conversion rates can help identify areas for improvement in the online customer experience.

No matter the method used, it's essential to gather data regularly and consistently. By regularly measuring customer experience metrics, businesses can identify areas for improvement and make data-driven decisions to better serve their customers.

Top 8 Metrics for Measuring Customer Experience

It's important to keep in mind that measuring customer experience is not just about one metric. To get a complete understanding of the customer's journey with your brand, you need to use a variety of CX metrics together. 

​​“Avoid focusing only on one top-level CX metric, such as CSAT or Net Promoter Score (NPS). Instead, consolidate all the relevant metrics into a CX dashboard, build a hierarchy of metrics, or construct an index that covers as many aspects of employee engagement, quality, satisfaction, loyalty and advocacy as possible, and share it across departments.”

- Ed Thompson, VP Analyst, Gartner

Let's jump into the eight key metrics for measuring CX in detail.

1. Customer Satisfaction Score (CSAT)

The Customer Satisfaction Score (CSAT) is a metric that measures the satisfaction of customers with the products, services, or interactions provided by your coaching, consulting, or training business.

How is CSAT calculated?

The CSAT is usually measured through surveys or feedback forms, which ask customers to rate their level of satisfaction with your business on a scale of 1 to 5, or any other relevant scale. The score is then calculated as a percentage of the total number of satisfied customers.

CSAT Score = (Number of satisfied customers / Total number of customers surveyed) x 100

Why is CSAT important?

The CSAT provides valuable insights into the overall satisfaction of your clients and helps identify areas for improvement in your coaching, consulting, or training business. By regularly measuring the CSAT, coaches, consultants, and trainers can ensure that they are meeting the needs and expectations of their clients, and take corrective actions where necessary.

How to improve your CSAT

To improve your CSAT, consider providing exceptional customer service, developing and delivering high-quality products and services, and using customer feedback to identify areas for improvement. Regularly measuring and analyzing your CSAT can help you build a loyal customer base, improve your reputation, and increase your revenue.

Tips for improving your CSAT:

• Provide personalized and timely responses to customer inquiries and concerns.
• Offer high-quality products and services that meet the needs and expectations of your clients.
• Use customer feedback to identify areas for improvement and take corrective actions where necessary.

2. Net Promoter Score (NPS)

The Net Promoter Score (NPS) is a metric that measures the likelihood of customers to recommend your health coaching, consulting, or training services to others. It is an essential metric to measure customer loyalty and satisfaction, and to identify areas for improvement in your business.

How is NPS calculated?

NPS is calculated by subtracting the percentage of detractors (customers who would not recommend your services) from the percentage of promoters (customers who would recommend your services). Customers who are neutral are not included in the calculation.

NPS Score = % of Promoters - % of Detractors

To calculate the percentage of Promoters and Detractors, you need to ask customers to rate the likelihood of recommending your online coaching, consulting, or training services on a scale of 0 to 10.

Promoters are customers who give a score of 9 or 10, while Detractors are customers who give a score of 0 to 6. Passives are customers who give a score of 7 or 8 and are not included in the calculation of the NPS score.

Why is NPS important?

Utilizing the best NPS software provides valuable insights into customer loyalty and satisfaction. It can help identify areas for improvement in your coaching, consulting, or training business. By regularly measuring the NPS, coaches, consultants, and trainers can identify areas for improvement and take corrective actions where necessary to improve customer loyalty and retention.

How to improve your NPS

To improve your NPS, consider providing exceptional customer service, delivering high-quality products and services, and using customer feedback to identify areas for improvement. Regularly measuring and analyzing your NPS can help you build a loyal customer base, improve your reputation, and increase your revenue.

Tips for improving your NPS:

• Offer exceptional customer service that goes above and beyond customer expectations.
• Deliver high-quality products and services that meet the needs and expectations of your clients.
• Use customer feedback to identify areas for improvement and take corrective actions where necessary

3. Customer Effort Score (CES)

The Customer Effort Score (CES) is a metric that measures the ease of the customer experience when interacting with your coaching, consulting, or training business. It is an essential metric to measure customer experience and identify areas for improvement in your business.

How is CES calculated?

CES is usually measured through surveys or feedback forms that ask customers to rate the ease of their experience with your business on a scale of 1 to 7, where 1 is "very difficult" and 7 is "very easy.” 

The score is then calculated as a percentage of the total number of customers who find your business easy to interact with.

CES Score = (Total sum of responses / Total number of respondents)

The CES Score ranges from 1 to 7, with a higher score indicating that the customer found the experience to be easier.

Why is CES important?

CES provides valuable insights into how easy or difficult it is for customers to complete their goals when interacting with your coaching, consulting, or training business. By regularly measuring the CES, coaches, consultants, and trainers can identify areas for improvement and take corrective actions where necessary to improve the customer experience and increase customer loyalty and retention.

How to improve your CES

To improve your CES, consider providing exceptional customer service, streamlining your processes, and simplifying your products and services. Regularly measuring and analyzing your CES can help you identify areas for improvement and take corrective actions where necessary.

Tips for improving your CES:

• Make it easy for customers to find the information they need on your website or other channels.
• Offer multiple channels for customer support to make it easy for customers to contact you.
• Simplify your products and services to make them easy to use and understand.

4. Customer Churn Rate

The Customer Churn Rate is a metric that measures the rate at which customers stop using your services over a given period. It is an essential metric to measure customer loyalty and retention, and to identify areas for improvement in your business.

How is the Churn Rate calculated?

The Churn Rate formula is calculated by dividing the number of customers lost during a given period by the total number of customers at the beginning of that period, and then multiplying the result by 100 to get a percentage.

Churn Rate = (Number of customers lost during a period / Total number of customers at the beginning of the period) x 100

For example, if a service business had 100 customers at the beginning of a month, and 10 of them canceled their services during that month, the Churn Rate would be:

Churn Rate = (10 / 100) x 100 = 10%

This means that the business lost 10% of its customer base during that month.

Why is the Churn Rate important?

The Churn Rate provides valuable insights into customer loyalty and retention, and can help identify areas for improvement in customer experience. By regularly measuring the Churn Rate, coaches, consultants, and trainers can identify areas for improvement and take corrective actions where necessary to reduce customer churn and increase customer loyalty.

How to improve your Churn Rate

To improve your Churn Rate, consider providing exceptional customer service, delivering high-quality products and services, and using customer feedback to identify areas for improvement. Regularly measuring and analyzing your Churn Rate can help you build a loyal customer base, improve your reputation, and increase your revenue.

Tips for improving your churn rate:

• Provide personalized and timely responses to customer inquiries and concerns
• Offer high-quality products and services that meet the needs and expectations of your clients
• Use customer feedback to identify areas for improvement and take corrective actions where necessary

5. First Response Time

The First Response Time is a metric that measures the time it takes for your service business to respond to customer inquiries or requests. It is an essential metric to measure customer experience and to ensure timely and effective customer service.

How is the First Response Time calculated?

The First Response Time (FRT) formula is calculated by measuring the time it takes for your service business to respond to a customer inquiry or request.

FRT = Time of first response - Time of request

For example, if a customer submits a request for support at 9:00 AM and receives a response from your customer service team at 9:10 AM, the FRT would be 10 minutes (9:10 AM - 9:00 AM).

The First Response Time is typically measured in minutes or hours, and a lower FRT indicates that your service business is providing timely and effective customer service.

Why is the First Response Time important?

The First Response Time provides valuable insights into the timeliness and effectiveness of your customer service. By regularly measuring the First Response Time, coaches, consultants, and trainers can ensure that they are meeting the needs and expectations of their clients and take corrective actions where necessary.

How to improve your First Response Time

To improve your First Response Time, consider providing multiple channels for customer support, such as email, phone, or live chat, and using professional services automation tools to streamline your customer service processes. Regularly measuring and analyzing your First Response Time can help you identify areas for improvement and take corrective actions where necessary.

Tips for improving your First Response Time:

• Use automation tools to respond to customer inquiries or requests quickly and efficiently.
• Provide multiple channels for customer support to make it easy for customers to contact you.
• Set expectations for response time and communicate them clearly to your customers/

6. Customer Lifetime Value (CLV)

The Customer Lifetime Value (CLV) is a metric that measures the total value of a customer over the entire duration of their relationship with your coaching, consulting, or training business. It is an essential metric to measure customer experience and to understand the financial impact of customer loyalty and retention.

How is CLV calculated?

The Customer Lifetime Value (CLV) formula is calculated by multiplying the average value of a customer's purchase by the number of purchases they make in a given period, and then subtracting the cost of acquiring and serving the customer during that period.

CLV = (Average value of a customer's purchase x Number of purchases per period) - Cost of acquiring and serving the customer per period

For example, if the average value of a customer's purchase is $100 and they make 2 purchases per year, and the cost of acquiring and serving the customer for a year is $50, the CLV would be:

CLV = ($100 x 2) - $50 = $150

This means that the customer is expected to generate a total revenue of $150 over their lifetime as a customer of your coaching, consulting, or training business, after taking into account the cost of acquiring and serving them.

Why is CLV important?

CLV provides valuable insights into the financial impact of customer experience and can help coaches, consultants, and trainers understand the value of their customer relationships. By regularly measuring CLV, businesses can identify high-value customers and prioritize efforts to retain and serve them.

How to improve your CLV

To improve your CLV, consider providing exceptional customer service, delivering high-quality products and services, and using customer feedback to identify areas for improvement. Regularly measuring and analyzing your CLV can help you build a loyal customer base, improve your reputation, and increase your revenue.

Tips for improving your CLV:

• Offer personalized services that meet the needs and preferences of your high-value customers.
• Provide exceptional customer service to build customer loyalty and trust.
• Regularly communicate with high-value customers to keep them engaged and informed.

7. Retention Rate

The Retention Rate is a metric that measures the percentage of customers who continue to use your coaching, consulting, or training services over a given period. It is an essential metric to measure customer loyalty and retention and to identify areas for improvement in customer experience.

How is the Retention Rate calculated?

The Retention Rate formula is calculated by dividing the number of customers retained over a given period by the total number of customers at the beginning of that period, and then multiplying the result by 100 to get a percentage.

Retention Rate = (Number of customers retained / Total number of customers at the beginning of the period) x 100

For example, if a service business had 100 customers at the beginning of a month, and 90 of them continued to use its services at the end of that month, the Retention Rate would be:

Retention Rate = (90 / 100) x 100 = 90%

This means that the business retained 90% of its customer base during that month.

Why is the Retention Rate important?

The Retention Rate provides valuable insights into customer loyalty and retention and can help coaches, consultants, and trainers understand the effectiveness of their customer experience. By regularly measuring the Retention Rate, businesses can identify areas for improvement and take corrective actions where necessary to improve customer loyalty and retention.

How to improve your Retention Rate

To improve your Retention Rate, consider providing exceptional customer service, delivering high-quality products and services, and using customer feedback to identify areas for improvement. Regularly measuring and analyzing your Retention Rate can help you build a loyal customer base, improve your reputation, and increase your revenue.

Tips for improving your Retention Rate:

• Provide personalized and timely responses to customer inquiries and concerns.
• Offer high-quality products and services that meet the needs and expectations of your clients.
• Use customer feedback to identify areas for improvement and take corrective actions where necessary.

8. Average Resolution Time (ART)

The Average Resolution Time is a metric that measures the time it takes for your coaching, consulting, or training business to resolve customer issues or complaints. It is an essential metric to measure customer experience and to ensure the effectiveness and efficiency of your customer service.

How is the Average Resolution Time calculated?

The Average Resolution Time (ART) formula is calculated by measuring the total time it takes for your service business to resolve customer issues or complaints, and then dividing that time by the total number of issues or complaints resolved during a given period.

ART = Total time to resolve all issues or complaints / Total number of issues or complaints resolved

For example, if your business resolves 50 customer issues or complaints during a month, with a total resolution time of 250 hours, the ART would be:

ART = 250 hours / 50 = 5 hours

This means that on average, it takes your service business 5 hours to resolve a customer issue or complaint.

Why is the Average Resolution Time important?

The Average Resolution Time provides valuable insights into the effectiveness and efficiency of your customer service. By regularly measuring the Average Resolution Time, coaches, consultants, and trainers can ensure that they are providing timely and effective customer service and take corrective actions where necessary.

How to improve your Average Resolution Time

To improve your Average Resolution Time, consider providing multiple channels for customer support, such as email, phone, or live chat, and using automation tools to streamline your customer service processes. Regularly measuring and analyzing your Average Resolution Time can help you identify areas for improvement and take corrective actions where necessary.

Tips for improving your Average Resolution Time:

• Use automation tools to respond to customer inquiries or requests quickly and efficiently.
• Provide multiple channels for customer support to make it easy for customers to contact you.
• Regularly train your customer service team to handle customer issues and complaints effectively.

How to Use Customer Experience Metrics to Improve Business Performance

Measuring customer experience is only the first step in improving it. To truly optimize the customer experience, you need to leverage the insights gained from these metrics and take action to address areas for improvement. 

Here are some ways to use customer experience metrics to improve business performance:

1. Identify areas for improvement: Customer experience metrics can help you pinpoint specific areas of your coaching, consulting, or training business that need improvement. For example, if your NPS score is low, it may indicate that your customers are not satisfied with the quality of your services. By identifying these areas, you can focus your efforts on addressing them and improving the overall customer experience.

2. Set goals and track progress: Once you have identified areas for improvement, it's important to set coaching goals and track your progress towards them. For example, if you want to increase your Retention Rate, you can set a goal to improve it by 10% over the next quarter. Tracking your progress will help you stay on target and adjust your strategies if necessary.

3. Prioritize actions: With limited resources, you may not be able to address all areas for improvement at once. Customer experience metrics can help you prioritize which actions to take first. For example, if your Churn Rate is high, you may want to focus on improving customer retention before investing in other areas.

4. Use customer feedback to drive improvements: Customer experience metrics are only part of the picture. To truly improve the customer experience, you need to understand the root causes of issues and address them directly. Customer feedback can provide valuable insights into what customers like and dislike about your coaching, consulting, or training services, and can help you identify specific improvements to make.

5. Continuously monitor and adapt: Customer experience is constantly evolving, and what works today may not work tomorrow. It's important to continuously monitor customer experience metrics and adapt your strategies as needed. By staying on top of the latest coaching trends and technologies, you can ensure that your coaching, consulting, or training business is always providing the best possible customer experience.