CX Metrics Explained

A Directory of Metrics and KPIs used across the Customer Experience industry.

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A

Abandonment Rate: The percentage of customers who hang up or leave before receiving service or assistance.
Adoption: The rate at which customers start using a product or service after it has been introduced.
Attrition Rate: The rate at which customers stop using a service over a specific period of time.
Average Call Duration (Average): The typical length of time taken to handle a customer call, from start to finish.
Average Handle Time: The average duration spent dealing with a customer, including talk time and after-call work.

B

Basket Spend (Average): The average amount of money spent by customers per transaction or purchase.
Brand Advocacy Rate: The percentage of customers who actively promote and recommend a brand to others.
Brand Credibility Score: A measure of how trustworthy and reliable customers perceive a brand to be.
Brand Influence Score: Indicates the extent to which a brand impacts consumer choice and behaviour.
Brand Perception Score: A measurement of how customers view a brand in terms of values, attributes, and reputation.
Brand Relevance Rating: Assesses how relevant a brand is to its target audience and market.
Brand Value: The tangible and intangible worth of a brand, calculated based on perception and performance.

C

Call Duration: The total time taken for a customer service call, from greeting to call closure.
Channels (Use Of): The different platforms (e.g., phone, email, social media) customers use to reach out for service.
Churn: The percentage of customers who discontinue their relationship with a company over a certain time frame.
Claimed Wait Time: The estimated time a customer is told they will wait before receiving service.
Complaint Resolution Time: The time taken to resolve a customer complaint, from initial contact to solution delivery.
Customer Complaint Volumes: The total number of complaints received from customers over a specified time.
Customer Numbers: The total count of customers engaging with a business or service.
Customer Referrals: The number of new customers brought in as a result of existing customer recommendations.
Customer Retention: The ability of a company to keep its customers over time, typically expressed as a percentage.
Customers at Risk of Churn: Customers identified as likely to stop using a service based on specific signals or behaviours.
Customer Satisfaction (C-Sat): A measure of how products and services supplied by a company meet or surpass customer expectations, typically expressed as a percentage. This metric is often gathered through surveys where customers rate their satisfaction on a scale.

D

Data (Quality Of): The degree to which data is accurate, reliable, and relevant for decision-making.
Dormant Customer Volume: The number of customers who have not engaged with a brand or service for a defined period.
Downtime: The time when a service or platform is unavailable, impacting customer access.

E

Efficiency Rating: A score that indicates how effectively resources are used to achieve customer service goals.
Effort Score: A measure of how much effort a customer has to put in to resolve an issue or complete a task.
Emotion: The emotional response customers have towards a brand and interactions with its services.
Employee Helpfulness Rating: A score reflecting how helpful and supportive employees are perceived to be by customers.
Expectations Rating: How well the service provided meets or exceeds customer expectations.
Ease: A measure of how simple and convenient it is for customers to interact with a service or complete a task, often assessed through surveys or usability tests.

F

First Contact Resolution Rate (FCR): The percentage of customer inquiries resolved on the first contact without the need for follow-up.
Frequency of Interaction: The average number of times a customer engages with a brand over a specific period.
Friendliness Rating: A score assessing how friendly and welcoming the customer service representatives appear to customers.

G

Gaps in Service: Issues or discrepancies between customer expectations and actual service received, indicating areas for improvement.

H

Help Requests (Number Of): The total volume of requests made by customers seeking assistance or information.

I

Initial Response Time: The amount of time taken to respond to a customer inquiry after it has been received.

J

Journey Mapping: A visual representation of a customer's experience with a brand, from initial awareness to post-purchase support.

K

Knowledge Rating: A score reflecting the depth of knowledge possessed by customer service representatives about products and services.

L

Loyalty Program Enrolment: The percentage of customers who sign up for a brand’s loyalty programme.
Loyalty Program Participation: The rate at which enrolled customers actively engage with a loyalty programme.

M

Mystery Shopping Scores: Ratings given by mystery shoppers assessing the quality of service received in a disguised evaluation.

N

Net Promoter Score (NPS): A measure of customer loyalty that assesses the likelihood of customers recommending a brand to others.

O

On Time Delivery Rate: The percentage of orders that are delivered to customers by the promised date.
On Time Dispatch Rate: The percentage of orders that are dispatched on schedule compared to planned delivery times.
Operational Effectiveness (OEE): A metric that gauges how well an organisation uses its resources to achieve operational goals.
Order Size (Average): The average number of products purchased in a single order transaction.
Order Value (Average): The average monetary value of orders placed by customers.

P

Participation Rate: The percentage of customers who take part in surveys, promotions, or engagement opportunities.
Perceived Wait Time: How long customers feel they have waited, regardless of the actual time spent waiting.
Process Conformance: The degree to which service processes are followed according to established standards and guidelines.
Product Review Scores: Ratings given by customers based on their satisfaction with a product, often influencing future purchases.
Products Per Customer: The average number of different products purchased by each customer over a certain time frame.
Professionalism Rating: A score reflecting how professional customer service representatives are perceived to be in interactions.

Q

Quality of Experience: An assessment of how well the customer’s needs and expectations are met across touchpoints.

R

Relevance: The degree to which a service or product meets the specific needs and preferences of customers.
Renewal Rate: The percentage of customers who renew their subscriptions or memberships at the end of a term.
Repeat Purchase Rate: The percentage of customers who make additional purchases after their initial transaction.
Reputation: The perception of a brand in the marketplace, often informed by customer experiences and reviews.
Resolution Time: The average time taken to resolve customer issues or complaints from start to finish.
Revenue Per Customer: The average income generated from each customer over a specific period.

S

Satisfaction: A measure of how happy and content customers are with a product or service.
Sentiment Polarity: The measurement of customer sentiment as either positive, negative, or neutral regarding a brand or experience.
Service Reliability: The consistency of a service being available and functioning as promised.
Simplicity Scores: Ratings evaluating how easy it is for customers to understand and use services.
Social Network Interactions: The number of engagements (likes, shares, comments) customers have with a brand on social media platforms.
Social Network Sentiment: The overall sentiment (positive, negative, neutral) expressed in social media interactions related to a brand.
Survey Responses (Number Of): The total count of customer feedback forms filled out and returned during a specific survey.

T

Time to Abandon Calls: The average time customers remain on hold before disconnecting the call.
Time to Answer (Average): The average time taken to answer incoming customer calls.
Time to Resolve: The average duration from the initiation of a customer issue until it is fully resolved.
Time to Respond to Customers by Any Media (Average): The average time taken to reply to customer queries across various channels.
Trust Scores: A rating indicating the level of trust customers have in a brand or company.

U

Understanding Rating: A score that indicates how well customers believe their needs and concerns are understood by staff.
Uptime: The amount of time a service or system is operational and available to customers.

V

Value for Money Scores: Ratings indicating how customers perceive the worth of a product or service relative to its cost.
Verbal Information (Accuracy Of): The degree to which spoken information provided to customers is accurate and reliable.

W

Wait Time: The duration a customer has to wait before receiving service or assistance.
Wait Time Acceptability: The level of wait time that customers consider acceptable before they feel dissatisfied.
Written Information (Accuracy Of): The extent to which instructional or informational documents provided to customers are factually correct.

X

Experience Index: A composite score combining various customer feedback metrics to evaluate overall experience satisfaction.

Y

Yield Management Score: A metric that assesses the effectiveness of pricing strategies in maximising revenue from a limited pool of customers.

Z

Zendesk Satisfaction Score: A measurement used by Zendesk to evaluate the quality of customer service engagements based on customer feedback.