{"id":26156,"date":"2022-02-17T00:33:44","date_gmt":"2022-02-17T00:33:44","guid":{"rendered":"https:\/\/directiveconsulting.com\/ca\/?p=26156"},"modified":"2024-05-23T07:41:01","modified_gmt":"2024-05-23T11:41:01","slug":"measuring-saas-customer-experience","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/ca\/blog\/measuring-saas-customer-experience\/","title":{"rendered":"Everything Your Saas Business Needs To Know About Customer Experience Metrics"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Measuring customer experiences for SaaS companies is essential if you want your organization to succeed. When you track your CX (customer experience), you get valuable information on what your customers do when interacting with your product.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Are they satisfied with it? Do they keep coming back? How often do they use your product? These are just some of the questions you need answers on to understand your customer experience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not only is it good for your customers, but it\u2019s good for business as well. <\/span><a href=\"https:\/\/hbr.org\/2014\/10\/the-value-of-keeping-the-right-customers\"><span style=\"font-weight: 400;\">According to HBR<\/span><\/a><span style=\"font-weight: 400;\">, getting a new customer is between 5X-25X more expensive than retaining your current customer. And your existing customers want a great experience when they use your products.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To provide them with a great user experience, you will need to start measuring customer experience to get that valuable data and make data-based decisions. In this article, we will cover the following 12 best customer experience metrics:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customer Satisfaction Score (CSAT)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Net Promoter Score (NPS)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The Customer Health Index (CHI)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Upsell &amp; Renewal Rate<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customer Effort Score (CES)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customer Retention Cost (CRC)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customer Lifetime Value (LTV)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">MRR Churn Rate<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Average Revenue per Account (ARPA)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Daily and Monthly Active Users (DAU\/MAU)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">First Contact Resolution<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Average Time to Resolution<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Qualitative Feedback<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><strong>Why is Measuring Customer Experience Necessary for SaaS Companies?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">The best way to convince you that you need to measure customer experience is to look at data:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">According to <\/span><a href=\"https:\/\/watermarkconsult.net\/blog\/2021\/10\/18\/customer-experience-roi-study\/\"><span style=\"font-weight: 400;\">Watermark Consulting<\/span><\/a><span style=\"font-weight: 400;\">, companies that are CX leaders outperform their competition by 3X.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">According to <\/span><a href=\"https:\/\/www.gartner.com\/en\/marketing\/insights\/articles\/key-findings-from-the-gartner-customer-experience-survey\"><span style=\"font-weight: 400;\">Gartner<\/span><\/a><span style=\"font-weight: 400;\">, most marketers (81%) will compete solely based on customer experience differences<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.pwc.com\/us\/en\/services\/consulting\/library\/consumer-intelligence-series\/future-of-customer-experience.html\"><span style=\"font-weight: 400;\">PwC <\/span><\/a><span style=\"font-weight: 400;\">stated that customers would pay 16% more for premium service if it provides a better customer experience.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">And <\/span><a href=\"https:\/\/www.cmswire.com\/customer-experience\/its-the-journey-that-matters-improving-customer-experience-and-loyalty\/\"><span style=\"font-weight: 400;\">CMS Wire<\/span><\/a><span style=\"font-weight: 400;\"> reported that over 66% of customer loyalty is caused by great customer experience.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-26158 size-large\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2022\/02\/Blind-UX-Optimizations-1024x588.png\" alt=\"Blind UX Optimizations\" width=\"1024\" height=\"588\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2022\/02\/Blind-UX-Optimizations-1024x588.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2022\/02\/Blind-UX-Optimizations-300x172.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2022\/02\/Blind-UX-Optimizations-768x441.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2022\/02\/Blind-UX-Optimizations.png 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">These are just a couple of stats, but plenty more are there that confirm how important customer experience is. So if you want to leave your competition behind, lower the churn rate of your customers, create a great customer journey, and increase customer satisfaction, you should pay attention to customer experience and start measuring it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But that\u2019s easier said than done. When you get into customer experience metrics, you might get completely lost in all of it since there are too many of them. That\u2019s why we will cover the best customer experience metrics, explain why they\u2019re good, and provide the pros and cons of using them. With that, you will have an easier task of deciding which CX metrics you will use to measure customer experience for your Saas business.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>12 Best Customer Experience Metrics\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">In this section, we will go over the best customer experience metrics and help you understand which ones you should use in your business:\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Customer Satisfaction Score (CSAT)<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">CSAT is an acronym for customer satisfaction score. CSAT provides results on a scale from 1-100%.\u00a0 When you give your customers a CSAT survey, you will receive direct feedback from your customers since they will talk about how they feel about your product, brand, and services in the survey.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You have an excellent customer experience <\/span><a href=\"https:\/\/www.forbes.com\/sites\/shephyken\/2019\/04\/28\/how-to-earn-a-perfect-customer-satisfaction-score\/?sh=562253441205\"><span style=\"font-weight: 400;\">if you receive 80% or more<\/span><\/a><span style=\"font-weight: 400;\"> on your CSAT score. The formula that you use to calculate CSAT is the following:\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<blockquote><p><span style=\"font-weight: 400;\">CSAT (%) = Total Response Scores Given \/ Total Possible Response Scores X 100<\/span><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Even though CSAT is simple to create and use, you will have some trouble discerning the scores. The customers grade you on a Likert scale from 1-5 (example: very unsatisfied, not satisfied, neutral, satisfied, very satisfied). Also, your CSAT only asks about the customer&#8217;s last interaction with the business so the results can be skewed.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Net Promoter Score (NPS)<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">NPS is an acronym for Net Promoter Score.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">NPS is quite a simple survey\u2014 it only has one or two questions. The first one asks your customer the following:\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cHow likely are you to recommend our product\/service\/brand\/company to others?\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The customers grade this answer on a scale from 1-10.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The other question simply asks, \u201cWhy is that?\u201d and can be added to receive some qualitative feedback.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/net-promoter-score\/\"><span style=\"font-weight: 400;\">NPS<\/span><\/a><span style=\"font-weight: 400;\">, your customers are divided into three groups, depending on their answers:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">0-6\u2014 <\/span><b>Detractors<\/b><span style=\"font-weight: 400;\">. These customers aren\u2019t satisfied with your service or product and won\u2019t recommend it to others.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">7-8\u2014 <\/span><b>Neutrals<\/b><span style=\"font-weight: 400;\">. These customers are lukewarm about your product\u2014 they tend to use it and it\u2019s okay for them for now, but they\u2019re not loyal to the brand.\u00a0\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">9-10\u2014 <\/span><b>Promoters<\/b><span style=\"font-weight: 400;\">. These customers are your brand <\/span><span style=\"font-weight: 400;\">ambassadors <\/span><span style=\"font-weight: 400;\">and they love your product.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">You calculate NPS with the following formula:\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<blockquote><p><span style=\"font-weight: 400;\">NPS = % Of Promoters \u2013 % Of Detractors<\/span><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">An excellent NPS score goes over 70, but anything in the 30-70 range is still deemed quite good.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>The Customer Health Index (CHI)<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Sometimes, NPS can provide you with a really great score, but the customer can still close their account. With that in mind, we will look at the customer health index (CHI). CHI gives you an overall view of the relationship you have with your customer and it sorts them into three categories:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Good health<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Average health<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Poor health\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Customer health index considers the entire relationship your customer had with you\u2014 from the stranger\/visitor stage all the way to the moment when they renewed or upgraded your product to a higher tier.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">CHI divides the entire lifecycle of the customer into 10 steps and assigns 3 key performance indicators (<\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/kpi\/\"><span style=\"font-weight: 400;\">KPIs<\/span><\/a><span style=\"font-weight: 400;\">) for each step. CHI then measures all those metrics in real-time on a 1-100 scale to determine the relationship&#8217;s health.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Upsell &amp; Renewal Rate<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Upsell rate is a percentage number that is determined by the purchases your customers make above the initial product purchase.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The upsell rate can be calculated with the following formula:\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Upsell rate (%) = # Of Customers Upsold \/ # Of Customers Who Had The Potential To Buy An Upsell In That Timeframe<\/span><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">The renewal or retention rate is the percentage of customers who decided to extend your company&#8217;s relationship by buying another cycle of your product or service.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A renewal rate of 80% is quite good, even though most businesses aim for it to be 100% (not to lose any customers). The renewal rate can be calculated with the following formula:\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Renewal rate (%) = # Of Customers Who Renewed Their Contracts \/ # Of Customers Who Have The Potential To Renew Their Contracts X 100<\/span><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<h3><strong>Customer Effort Score (CES)<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">CES is the acronym for <\/span><a href=\"https:\/\/www.gartner.com\/smarterwithgartner\/unveiling-the-new-and-improved-customer-effort-score\"><span style=\"font-weight: 400;\">Customer Effort Score <\/span><\/a><span style=\"font-weight: 400;\">and it&#8217;s a metric that measures how easily customers can interact\/use your products and services. With CES, you can measure how much effort your customers need to start using your product or service.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The easier it is to use your product, the higher your CES score and the more satisfied your customers will be. CES usually has a 1-5 or a 1-7 Likert scale.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can calculate Customer Effort Score by using the following formula:\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Customer Effort Score = # Total Sum Of Responses \/ Number of responses<\/span><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<h3><strong>Customer Retention Cost (CRC)<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">With the Customer Retention Cost or CRC, you are calculating how much does it take you, as a company, to keep\/retain your current customers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can use the following formula to calculate your retention cost:\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<blockquote><p><span style=\"font-weight: 400;\">CRC = # Total Retention Costs \/ # The Number Of Customers Retained<\/span><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Customer retention cost is business-specific since you will need to calculate the cost of all operations needed to retain your customers. For some businesses, that could include the cost of training, customer support teams, customer marketing, etc.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Customer Lifetime Value (LTV)<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Customer Lifetime Value (LTV or CLV as you will find it somewhere) helps businesses by determining how much revenue they will receive from one customer in a span of their lasting relationship.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The simplest way to calculate <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/lifetime-value\/\"><span style=\"font-weight: 400;\">lifetime value<\/span><\/a><span style=\"font-weight: 400;\"> would be the following:<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">LTV = The Average Order Total X Average Number Of Purchases in 1 Year X Average Retention Rate In Year<\/span><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Improving the LTV of your customers can provide you with great ROI and some of the things you could do to improve it are:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Provide an easy onboarding process<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Creating a loyalty program\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Being there for your customers by enabling 24\/7 customer support<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Investing in customer experience overall<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><strong>MRR Churn Rate<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">MRR churn rate is the rate by which your business loses revenue on a monthly basis. The number can be presented as absolute or in a percentage. The churn rate can be calculated by using the following formula:\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<blockquote><p><span style=\"font-weight: 400;\">MRR churn rate = The Sum Of All Cancelled Contracts In That Month \/ Your MRR At The Beginning Of The Month X100%<\/span><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Tracking the MRR <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/resources\/glossary\/customer-churn-rate\/\"><span style=\"font-weight: 400;\">churn rate<\/span><\/a><span style=\"font-weight: 400;\"> can be essential for your business for multiple reasons. First of all, you should be aiming for a zero churn rate and then you should work on improving your customer experience so that the churn rate becomes even lower.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-26159 size-large\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2022\/02\/Churn-1024x588.png\" alt=\"devastating churn rates\" width=\"1024\" height=\"588\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2022\/02\/Churn-1024x588.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2022\/02\/Churn-300x172.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2022\/02\/Churn-768x441.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2022\/02\/Churn.png 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Daily and Monthly Active Users (DAU\/MAU)<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">The DAU\/MAU is an acronym for the daily and monthly active users of your product, service, or application.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This can help you determine if your customers are returning to use your product or app. For example, your customers&#8217; activity can be anything from logging on to their account or viewing a product, all the way to making an (additional) purchase or completing their tasks.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can use the following formula to calculate DAU\/MAU:<\/span><\/p>\n<p>&nbsp;<\/p>\n<blockquote><p><span style=\"font-weight: 400;\">DAU = Total # Of Active Users In 1 Day<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">MAU = Total # Of Unique Users In 1 Month<\/span><\/p>\n<p><span style=\"font-weight: 400;\">DAU\/MAU ratio = Total # Of Daily Active Users \/ Total # Of Monthly Unique Users x 100%<\/span><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<h3><strong>First Contact Resolution (FCR)<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">First contact resolution or first call resolution, as you will find it somewhere, is a metric that measures the ability of employees in the call center to resolve the customer&#8217;s problem on the first contact or call.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s also used to measure the ability to resolve first contacts via chats, calls, and emails.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With a high first contact resolution, your customers will have their problems sorted out on the call with the first person instead of jumping through endless hoops of calls, repeating the same lines over again to different people. This will improve your customer experience vastly.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A good <\/span><a href=\"https:\/\/www.bmc.com\/blogs\/first-contact-resolution-for-improved-customer-satisfaction\/\"><span style=\"font-weight: 400;\">first call resolution rate<\/span><\/a><span style=\"font-weight: 400;\"> would be 70-75%.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can calculate the first call resolution rate with the following formula:\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<blockquote><p><span style=\"font-weight: 400;\">FCR = # Of Customer Problems Resolved On The First Contact \/ Total # Of Unique Customers Who Called About A Problem<\/span><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">You should connect this customer experience metric with the following one.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Average Time to Resolution (ART)<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Average time to resolution or mean time to resolution is the average amount of time it takes for your customer support rep to handle a customer\u2019s problem.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your customer support reps usually talk to multiple customers simultaneously, so they must choose the fastest route to solving the customer&#8217;s problem to focus on the following customer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You should measure ART along with FCR because you don&#8217;t want your customer support agents just to have short calls\u2014 you want them to solve their problems\u2026in the least amount of time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can use the following formula to calculate Average time to resolution: <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">ART = Total Duration Of Resolved Conversations \/ # Of Customer Conversations<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The average benchmark for ART is up to 9 minutes.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Qualitative Feedback<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">And the last customer experience metric, but not the least, is qualitative feedback.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-26160 size-large\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2022\/02\/Qualitative-Data-1024x588.png\" alt=\"the importance of qualitative feedback as well as quantitative \" width=\"1024\" height=\"588\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2022\/02\/Qualitative-Data-1024x588.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2022\/02\/Qualitative-Data-300x172.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2022\/02\/Qualitative-Data-768x441.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2022\/02\/Qualitative-Data.png 1400w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">You should always give your customers the opportunity to provide you feedback and asking for <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/blog\/qualitative-data-analysis-customer-feedback-analysis\/\"><span style=\"font-weight: 400;\">qualitative feedback<\/span><\/a><span style=\"font-weight: 400;\"> is an excellent way to do it. With qualitative feedback, you\u2019re asking your customers open-end questions where they can write a lot of information that can help you out with determining:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What\u2019s great and should be continued<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What\u2019s lacking and should be started\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What\u2019s not so good and should be stopped\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Maybe you won&#8217;t get quite a lot of information with qualitative feedback because it takes more effort, but the information you receive will be precious. So don&#8217;t forget to leave an open communication channel that goes directly to your customers.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><strong>Why You Should Use The Customer Generation Methodology to Improve Your Customer Experience<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">There are three reasons why you should use Directive\u2019s <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/customer-generation\/\"><span style=\"font-weight: 400;\">customer-generation<\/span><\/a><span style=\"font-weight: 400;\"> methodology to improve your customer experience:\u00a0<\/span><b><\/b><\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-24799 size-large\" src=\"https:\/\/directiveconsulting.com\/ca\/wp-content\/uploads\/sites\/11\/2021\/09\/Introducing-Customer-Generation-1024x588.png\" alt=\"Customer Generation - a marketing methodology that drives SQLs and customers not just MQLs. \" width=\"1024\" height=\"588\" srcset=\"https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2021\/09\/Introducing-Customer-Generation-1024x588.png 1024w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2021\/09\/Introducing-Customer-Generation-300x172.png 300w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2021\/09\/Introducing-Customer-Generation-768x441.png 768w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2021\/09\/Introducing-Customer-Generation-1536x882.png 1536w, https:\/\/directiveconsulting.com\/wp-content\/uploads\/sites\/11\/2021\/09\/Introducing-Customer-Generation.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li aria-level=\"1\"><b>Customer-first.<\/b><span style=\"font-weight: 400;\"> Our methodology always starts with the customer. We need to understand the customers\u2019 pain points and problems that they face in specific situations. Your product isn\u2019t for everyone, but our methodology enables us to find the people who are the right match for your product.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>SQLs instead of MQLs. <\/b><span style=\"font-weight: 400;\">We focus on Sales Qualified Leads instead of Marketing Qualified Leads. Because sales\/revenue is what will push the needle and improve your company\u2019s bottom line.<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Data-driven decision-making. <\/b><span style=\"font-weight: 400;\">Everything we do is backed up by feedback and data. So measuring customer experience is the foundation of our customer-led approach because biases would rule the world without data.\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><strong>Conclusion<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Measuring customer experience is essential for Saas companies to stay competitive in the market. We have seen the data that indicates that more and more companies will start investing in customer experience because that will become one of the biggest differentiators in the market.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With that, we introduced the most important CX metrics that you should track when it comes to your customers. If you want more information about aligning your current pain points and goals and creating a strategy that\u2019s specifically suited for your market, you should <\/span><a href=\"https:\/\/directiveconsulting.com\/ca\/discovery-call\/\"><span style=\"font-weight: 400;\">book an intro call<\/span><\/a><span style=\"font-weight: 400;\"> with one of our agents.<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Measuring customer experiences for SaaS companies is essential if you want your organization to succeed. When you track your CX<\/p>\n","protected":false},"author":6,"featured_media":26157,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[25],"tags":[94,150,155],"class_list":["post-26156","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b","tag-customer-generation","tag-saas","tag-saas-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Everything Your Saas Business Needs To Know About Customer Experience Metrics - Directive CA<\/title>\n<meta name=\"description\" content=\"As the saying goes, the customer is always right, but how do SaaS companies effectively measure SaaS customer experience? 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