How to Measure Customer Experience for Your Online Business?

by | Oct 5, 2023

In this article
6 min read

In a world where most of us are glued to smartphones, the news of unsatisfactory customer experiences quickly spans online. Online businesses need to design a suitable customer service experience to create awareness among customers that their demands are nurtured. Besides, customer experience impacts the loyalty of customers regarding how they communicate about business brands both online and offline.

The only strategy to constitute everlasting growth of online businesses is to retain customers by understanding and providing solutions to their issues. Thus, they are able to provide a good customer experience.

To offer a remarkable customer experience, and measure it, let us look at what online businesses can pursue.

The Relevance of the Customer Journey Mapping

customer journey

Customer Mapping

Customer journey mapping is a process of designing a journey map that assists online businesses in identifying customers’ perspectives. According to 2020 global research by Salesforce, 80% of customers expect businesses to focus on their importance rather than products.

Journey Map for Customer Persona

A customer journey map comprises various touchpoints including social media and websites. This is where interaction between customers and the sales team takes place. Based on this, the user journey is developed for each buyer persona.

For instance, a customer becomes aware of a product on social media, then researches the business website, and ultimately makes the purchase decision. Thus, customer journey mapping constitutes the action of customers, and how online business brands react to it.

Why Customer Mapping is Crucial

Mapping the customer journey enables online businesses to initiate communication at any stage. Customer mapping constitutes an opportunity for business professionals to gain insights into customers’ pain points. It tracks a consumer’s experience with a business and understands why he didn’t follow through or make a purchase.

Moreover, the aspect of personalization is what customers nowadays expect, and this creates a favorable customer experience. For instance, 52% of customers expect their requirements to be personalized. Therefore, it is a strategic approach that should be adopted by online business brands. It helps to understand customers’ expectations as well as optimize the customer experience.

Customer Experience Metrics

A business utilizes a variety of parameters to calculate customer experience. These metrics give a complete picture of a consumer’s interaction with your brand. There are eight prime parameters of customer experience. Let’s see what they are:

  • Customer Satisfaction Score (CSAT) – CSAT gives you a basic idea about the customer experience. It is a survey that helps you to understand how happy a client or customer is after having an interaction with your business.
  • Net Promoter Score (NPS) – NPS is a way to measure customer experience, wherein you get to know what percentage of customers love your brand or service or how many don’t.
  • Customer Effort Score (CES) – A Customer Effort Score is all about how you simplify customer interaction. Your website, products, or customer support, everything must be easy for the consumer.
  • Customer Lifetime Value (CLV) – Customer lifetime value is calculating how much a consumer has brought from your business. It is also a measure of how much the business is spending on the customer.
  • Customer Churn Rate – A percentage of customers who cancel your business subscription or do not renew their subscription during a time frame account to churn rate.
  • Customer Retention Rate – A Customer retention rate calculates how many customers you lost, gained, or retained during a given period. It is the opposite of the churn rate.
  • Customer Support Ticket Trends – A look at your customer support tickets will help you understand the pain points of the customers. Businesses can understand these and work on improving these areas.

Significance of Digital Customer Experience

customer experience management

Digital customer experience is nothing but a record of the overall online interactions between customers and business brands. This includes business websites, chatbots, social media, mobile applications, and other channels comprising virtual touchpoints.

  • Builds Brand Loyalty: It is known that customer experiences with striking emotions tend to construct brand loyalty, and purchase patterns rather than just products or prices. For instance, owing to an emotional connection with online business brands, customers possess 306% lifetime value and are willing to recommend brands to others. Therefore, the marketing or sales team of an online business must always remember that their respective brand should prosper as an experienced leader, or else potential customers will look elsewhere.
  • Consistent Interactions with Customers: Customers always expect consistency when it comes to online interactions throughout the journey with a particular business brand. Besides, the world is accelerating toward digitization wherein customer experiences need to be delivered through online channels. Thus, formulating customer experience should be at the top of the mind of every marketing or sales team. It is crucial for the front-liners communicating with customers or behind the scenes to enable technology to identify issues and provide remedies to solve them.

The Importance of Customer Journey Analytics

customer journey analytics

Monitoring Customer Behavior

Customer journey analytics is one of the techniques to monitor and analyze the combination of channels utilized by customers to interact with business organizations. Additionally, it is a dynamic process where information gathered from different sources is merged together to achieve the perspective of customers in detail.

It helps in addressing and resolving any shortcomings that prevent customers from undertaking any actions. Hence, it can be stated that communication is not the only objective to create a good customer experience. It is essential to analyze every action before and after initiating a purchase.

One of the key benefits of customer journey analytics is that it operates based on precise data that caters to customers’ interactions with brands through various communication channels. Therefore, online business brands with the implementation of customer journey analytics can produce a consistent buyer’s journey, surpass competitors, and upscale revenue. As a result, online business brands tend to understand customers’ demands allowing them to provide services based on their expectations and preferences, thus a strategy to enhance overall customer experience with the business brands.


There are continuous changes in customer expectations that are bound to impact overall expectations owing to digitalization. Customers are more focused on personalization as well as expect brands to value their decisions. To exceed, and meet these expectations, online business brands should engage themselves with their respective target audience. This will assist them to get a clear view and understanding of demands, issues, and accordingly make provision for solutions to meet their expectations.

The motive of online businesses should always be to provide customers with the same service quality, which is likely to result in suitable customer experiences and long-term productivity for brands.

Join the Pangrow team and begin measuring and optimizing your online business’s success now!

    Request a FREE Proposal Now!

    By submitting this form, I agree that the Terms of Service and Privacy Policy.

    Recent Posts

    Related Blogs