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Benefits of Measuring

the Customer Experience
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Jaime Biencinto

Senior Qualitative Researcher

Benefits of Measuring Customer Experience

At this point, few doubt the benefits of measuring customer (or user) experience. However, there is a growing conviction that more effective tools are needed to get those most out of results. Why is it so important to measure user experience? If we had to explain it in a few words, we would say that the main purpose is to know better, and more, about users so your brand, product or service is more aligned with your customers’ expectations, and in this way, you can offer them a more memorable, intense, dynamic and personalized experience. To meet this challenge, user experience metrics provide very concrete and tangible benefits.

Why measure user experience?

The benefits of measuring user experience are many and of very significant value. Let"s take a look the fundamentals.

To start, monitoring customer experience can help you foster loyalty, that is, that customers choose your product or service over competitors’ when given a choice. Measuring user experience favors your brand, product or service so that it’s not just another one in an increasingly crowded market. It helps you be aware of and manage users’ complaints, and gives you the opportunity to control their impact, for example, on other users.

Additionally, it assists you with increasing the rate of repeat use/sales, helping you to get the customer to buy your product or interact with your service again. Ultimately, measuring customer experience is a significant tool to get users to spend more. According to a study published in Harvard Business Review when user experience is aligned with customers’ expectations, consumption can grow up to 140%.

Measuring customer experience requires focus

From our point of view, the most common error made when using metrics to monitor user experience is to design and implement business-oriented metrics. In other words, monitoring internal aspects, more typical of the organization than of the user, strictly speaking. For example, the number of products sold in a day, the time the sales team invests in converting an opportunity, or the average number of visits required to make a sale.

A more current, and forward looking, approach to user experience measurement is one that emphasizes the user and views them as a protagonist. It is a perspective aligned with customer-centric philosophy, summarized in the words of one expert, Peter Fader, “when metrics are user oriented (and not business oriented), we have the opportunity to know more about our clients’ expectations, and understand what they want and need from our brand, products and services. In addition, when metrics are focused on users, we learn about their satisfaction levels and are able to rise up to meet their expectations or even surpass them by producing what is known as the WOW Effect”.

As if that were not enough, orienting metrics towards users allows you to know how they talk about your brand, products and services with their friends, family and colleagues. We get a better picture of what we are doing well and what we could improve upon in the future.

Visualize the user experience

There are numerous tools to monitor user experience, and one we strongly believe in is user journey mapping. It is a very powerful instrument because it lets you analyze the customer"s journey throughout the lifecycle they experience with your company or brand.

What do you need to build a customer journey map? According to Carlos Molina (Professor of Customer Experience, Contact Center and Social Media at ICEMD / ESIC Business School), the first step is to analyze the experience lifecycle and identify all the points where there is contact with the user. Next, design the instruments that allow you to obtain information about the user experience in each of the identified points of contact. Then, define indicators for each point of contact that can be quantitative (for example, a scale of 0 to 10) or qualitative (for example, a scale of the type not very satisfied / very satisfied). Finally, build the user experience map, identifying aspects that can be improved and opportunities your brand, product or service can take advantage of.

The role of technology in measuring user experience

To learn more about customers, technologies are a key ally, especially when the users of the future have a growing digital profile (Millennials, born between 1980 and 2000, are considered the first digital native generation). Thus, we are seeing how traditional tools such as the collection of information through surveys on the shop floor are being replaced by digital solutions, how virtual reality is being adopted as a way for consumers to simulate their experience with a product of service before purchase, how there are more and more metrics focused on the digital world, and how users from different countries are connected through digital devices for testing purposes. In the next few years you will continue to see technology open up new opportunities for you to meet the challenge of getting to know more about your customers and better meeting their expectations.


In short, to get the most out of metrics, the objective should not be measuring for measuring’s sake, accumulating information that is often not analyzed or converted into concrete actions. Monitoring user experience is valuable only if it helps you to identify improvements, and above all, we believe that its greatest potential is only obtained when metrics are user oriented.

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