Organizations typically monitor metrics across the following three groups: customer engagement, employee experience, and business outcomes.
Customer engagement metrics offer crucial insights into the experience customers have with a brand.
While many focus on a north star metric to measure engagement - such as a net promoter score - there are many possibilities to track.
These may transcend departments, from campaign open rates in marketing to first contact resolution in customer service.
However, the most prominent customer engagement metrics expand beyond the confines of different departments, bringing everyone together with a single focus to facilitate a better experience.
Here are some of the most well-established metrics, alongside a quick overview of each.
5 Leading Customer Engagement Metrics
Customer engagement metrics typically align with the organization's vision. So, for instance, if it wishes to become "the easiest company to do business with," it may well want to fixate on customer effort.
From there, the business may devise several initiatives to streamline the customer journey - using the customer effort score (CES) to track its progress.
However, this is only one example. Here are many more customer engagement metrics businesses may utilize to add perspective to their customer experience.
1. Customer Satisfaction (CSAT)
The metric gauges customer happiness at a particular point in their journey. Conventionally, it is survey-based, with brands asking customers to state how happy they are on a scale. The business then averages the score, which it tracks over time to benchmark internal performance.
Yet, nowadays, many companies use conversational analytics tools to detect sentiment within contact center conversations to measure CSAT more accurately and less intrusively.
2. Net Promoter Score (NPS)
First put forward as "the one number you need to grow", NPS indicates the percentage of customers willing to recommend the company to family and friends.