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Summary
NPS, SUS, HEART, CSAT, CES, CLI—the list of ambiguous acronyms goes on and on. Companies are under more pressure than ever to measure and quantify their results and their interactions with customers, but finding the right metric and the right approach is a challenging process that risks leaving key factors behind as you commit to one sole standard. However, what if there is another way to measure digital transformation and how people see your services? This is what this presentation will focus on. You will learn how to navigate the pitfalls of standardized metrics—with their pros and cons—and learn how to build and implement a custom metric framework that incorporates the best aspects of Net Promoter Score, Customer Effort Score, System Usability Scale, and other, into one cohesive and modern whole aimed at developing the actionability and traceability of your operations and customer services. Attendees takeaways include: how to develop a custom framework without losing benchmarking capability, identifying gaps and needs from this framework that is not focused solely on operational numbers, and how to wade through the murky waters of digital experience quantification. Bring your best questions and leave with actionable insights that you can put in use immediately.
Key Insights
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Metrics should not be one-dimensional; they need to capture the multifaceted nature of user behavior.
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NPS, while popular, can be misleading as it often fails to match true customer behaviors.
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A user-centered digital metric framework must incorporate qualitative insights alongside quantitative measures.
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Understanding the 'why' behind user ratings is crucial for developing effective metrics.
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Tailor metrics to the specific context of user journeys rather than relying on standardized measures.
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Balance the emotional aspects of UX with behavioral metrics to gain a comprehensive view of user satisfaction.
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Involve storytelling in data reporting to communicate findings effectively to business leaders.
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Experiment with different frameworks but maintain clarity and simplicity in the metrics used.
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Focus on a select few metrics that can have real business impact instead of a long list of complex indicators. This simplifies communication with stakeholders.
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Continuous assessment over time is key; metrics must be relevant and adaptable to changes in user behavior.
Notable Quotes
"A user-centered measurement should not be one dimensional."
"How deep do you go in assessing your data sets?"
"Metrics that are influenced by emotional factors can lead to skewed interpretations of user sentiment."
"A good metric should be valid and relative to the time period."
"There’s a gap in understanding why people rate their experiences the way they do."
"If NPS is going up, it doesn't necessarily indicate that customer sentiment is improving for all products."
"Benchmarking over time helps you see if those metrics remain relevant."
"The story behind the metrics is as important as the metrics themselves."
"When developing metrics, keep it simple so users don't have to overthink their answers."
"We measure sentiment not just by numbers, but also by the stories our users tell."
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