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Introducing the Customer Experience Score (CXS). What is it? And why does your ecommerce business need one?

Introducing the Customer Experience Score (CXS). What is it? And why does your ecommerce business need one?

Olly Meakings
1st September 2020

Delivering quality customer experience should be a priority for every business. 

But don’t just take it from us. The stats speak for themselves.

More than 70% of companies with above-average CX perform better financially than their competitors, and 73% of consumers cite a good experience as a major influencer in encouraging brand loyalty. 

In fact, more than 50% of consumers say they’d likely re-buy from a brand after a positive experience. While delivering a bad experience leads almost 60% of consumers to look elsewhere.

But waxing lyrical on the importance of cultivating a positive customer experience is one thing. Actually doing it is another. 

That’s why it’s so important to actively measure your customer experience — determining where you might be going wrong, and doing everything you can to strengthen the quality of your CX with every iteration.

And that’s where UserReplay’s Customer Experience Score comes in. 

Never heard of it before? That’s okay. 

Let’s start at the beginning…

How do you measure Customer Experience?

Most businesses have a metric of choice when it comes to measuring the success of their digital products, and how customers feel when using them.

Some look at CES — Customer Effort Score — a metric used to express how laborious it was for a customer to resolve an issue, purchase a product, answer a question, etc. Others may turn to NPS — Net Promoter Score — a numerical value indicating how loyal and satisfied buyers claim to be.

And while there’s nothing wrong with either of these metrics — we’ve used them at UserReplay, too – they are both lacking the same crucial element: real-time insight.

Both CES and NPS require customers to answer feedback surveys after they’ve completed a transaction or activity. This is problematic in a number of ways.

For one, humans tend to struggle with accurate self-representation — we either over-exaggerate or downplay what we experienced in the past. The result? CES and NPS scores that fail to truly illustrate how customers think and feel.

Similarly, who do businesses ask to fill in CES and NPS questionnaires? The customers they have on the books. And that’s fine, except what about the customers who never make it to the checkout? Or who never sign up to your mailing list? We still need to capture their ecomm experience — especially if we want to find out why they didn’t convert.

So it seems there’s scope for another, more immediate, way of capturing and measuring the Customer Experience of your ecommerce site — and that’s the Customer Experience Score.

What is a Customer Experience Score (CXS)?

Just as customer experience is the sum of everything a user encounters on your ecommerce site, the CXS comprises a breadth of real-time on-site data — capturing interactions ranging from ease of navigation and page load speed, to heat maps, mouse moves and dead ends, too.

To help condense this down, CXS is split into two camps: Success and Struggle.

Success refers to the ‘happy’ actions customers take on your site. 

What success looks like will vary from one website to another, depending on its purpose, but may be characterized as adding items to the shopping cart, finding a product, confirming purchases before processing a transaction, and so on.

Struggle, on the other hand, captures the ‘unhappy’ on-site experiences.

Again, this hinges on the purpose of your site and the product(s) you sell. Customers may struggle with credit card errors, address validation errors, videos refusing to play, out of date stock information, and anything else that interferes with the actions they want to take. 

By tracking the Successes and Struggles of your ecommerce site, you can start to make positive changes based on actionable data. You’re not sending out a customer experience survey and waiting weeks for the answers. You’re not trying to guess. You’re making informed choices that benefit your buyers (and increase your conversion rates, too).

That said, CXS can work alongside other customer experience metrics, like CES and NPS — you don’t have to pick one favorite. If ecommerce businesses balance the opinion-based feedback of a customer survey, with real-time statistical insight — at scale — from CXS, then they’re really getting the full picture of customer experience today.

CES, NPS and CXS: complementary metrics, to get the true measure of your success

There’s certainly no shortage of acronyms and initialisms in the world of business and marketing, but CXS is one worth adding to your repertoire. Because while CES and NPS are well-known, widely used (and therefore easily validated) metrics, CXS offers something totally different — plugging the gaps and revealing the blindspots.

By monitoring real-time on-site interactions, an ecommerce business can pinpoint precisely what’s working, and what’s not, for their customers at any given time. In this way, CXS provides a level of customization that other customer experience metrics simply can’t deliver.

Worried that you’re losing sales at the checkout? Then focus on the Successes and Struggles associated with carts, payments and personal information requests. After all, you’ve probably spent days (or weeks) on CX and UX planning in the development of your ecommerce business, so why leave assessing your website to retrospective, cookie cutter measures alone? 

A Customer Experience Score helps you isolate the potential pain points and easy wins — helping you do more of the good stuff, while fixing emerging issues as they arise.

Customer Effort ScoreNet Promoter ScoreCustomer Experience Score
Data captured by…Customer surveyCustomer surveyReal-time observation
Scale/weight usedStrongly agree – strongly disagree0-10Entirely customizable
Frequency of feedbackFrequent (after completion of a task, e.g. purchase)Once a quarter (recommended)On-going
Key benefitHelps draw attention to customer pain pointsMetric be used and applied company-wideData is gathered from actual on-site behavior — not retrospective assumptions
Key drawbackRetrospective feedback, hard to pinpoint exact cause of effort or difficultyRetrospective feedback, lack of actionable insightLimited to on-site activity (cannot be applied across other channels)

Ready to add Customer Experience Score to your metrics list?

So now you know what a Customer Experience Score is — a real-time measure of site performance — and why you’d want to use it — to quickly highlight Successes and Struggles in your site’s user experience. 

The last thing you need to know is how.

UserReplay’s CX platform has been designed with the CXS measurement at its core. Businesses can either dive straight in — using out-of-the-box Success and Struggle rules — or create their own parameters, based on website purpose, customer goals, strategic vision, etc. 

Better still, UserReplay monitors every single interaction on your site — collecting billions of data points in real-time, regardless of where in the funnel a user is. If a visitor converts, you can see exactly what they did to get there. If a visitor bounces, you’ll see their journey too. You can’t get a more accurate representation than that.

And where NPS or CES requires someone to sift through, analyze and make sense of customer feedback, UserReplay’s dashboard collates all the need-to-know information in one place. Scoring low on searchability? It’ll flag up here. New call to action button performing well? Your CXS updates automatically, synchronizing with the surge in on-site activity.

Ready to start filling in the gaps, to create a complete, iterative and actionable view on your ecommerce site’s customer experience? Then we’re ready to help. Check out this guide for more information on what UserReplay does and how.


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