NPS, CES, and CSAT are customer loyalty metrics. Theyre used to measure the level of loyalty that a customer has toward your brand. Customers are considered loyal when they consistently purchase from your brand over an extended period of time.
How do you get loyal customers? A great customer experience (CX), of course.
In recent years, research by CustomerThink, Forrester, and Gartner have found at least 70% of business leaders believe CX will help their companies differentiate in a world where products and services are increasingly commoditized, and competing based mainly on price is not a viable long-term strategy.
An indisputable key component of a customer experience strategy is the Voice of the Customer (VoC) program, also known as customer voice. It captures, analyzes and reports on all customer feedbackexpectations, likes, and dislikesassociated with your company.
In your VoC program, there are two types of customer data that you should collect: structured data and unstructured data. Today, well discuss the three most popular customer loyalty metrics that fall under the structured categoryNPS, CES, and CSATand the role that each should play in your CX strategy.
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