A question we’re frequently asked is “What exactly is customer experience management?” To answer that question, we’ve put together this resource where you can find everything you need to know about customer experience and how it can improve your business.
What is customer experience (CX)?
Customer experience, commonly referred to as CX, is a customer’s overall perception of their experience with your company. The customer experience is based on all interactions with your business, from their service provided by your FOH teams to what they think of your product itself.
Remember, everything you do impacts the customer experience and overall perception of your brand and every touchpoint can be a crucial factor that impacts customer retention.
So having a clear customer experience strategy within your business is key to your future success.
Ok, so that’s customer experience in a nutshell! Now let’s run through how you can measure your customers’ experience as a brand.
How to measure customer experience (CX)?
Did you know that customer-centric businesses are 60% more profitable than companies that don’t focus on customers? The correlation between happy customers and higher revenue is a compelling reason to regularly track how customers feel about your brand.
But how do you measure and monitor the customer experience? Check out these 5 key metrics your business needs to monitor customer experiences:
Net Promoter Score (NPS)
Net Promoter Score (NPS) measures the overall satisfaction of your guests by asking them how likely they would be to recommend your business to their friends & family.
A brand’s NPS is derived from its number of promoters and detractors and can be anywhere between -100 (bad) to 100 (excellent).
Net Promoter Score is easy to understand, hence its popularity and widespread usage. If a company has more detractors than promoters the score will be negative and vice versa.
Several independent studies have linked an improvement in NPS to an increase in revenue. This is a major reason why it serves as the primary method of tracking customer satisfaction in the hospitality industry and many other sectors.
The ultimate objective here is to convert detractors into neutrals or promoters.
To find your NPS, simply subtract the percentage of detractors from your promoters. Anything above 30 is a competitive score in the hospitality sector. NPS is widely used because it’s simple to calculate, easy to understand, and scalable.
Customer Satisfaction (CSAT)
CSAT is a direct measurement of your customer’s satisfaction with your business and is a valuable metric for capturing the unique context of a customer experience.
A typical example of CSAT implementation would be an automated survey sent to your customer around 30 minutes after they pay their bill.
Ask your customers to rate their experience on a 5-star scale to gauge their immediate response and get a useful snapshot of your performance.
Customer Retention Rate
Customer retention rate is the percentage of your current customers who remain as customers after a given period of time.
Once you gain a clear understanding of how well or how poorly your company retains customers, you can then put processes in place to improve your customer retention rate in the future.
Customer Churn Rate
Customer churn rate, also known as ‘attrition rate,’ is the rate at which customers stop interacting and buying from your business over a given period of time.
In the hospitality industry, it’s crucial to understand why customers have churned and stopped visiting your venue. So it’s imperative to try to maintain a lower customer churn rate.
However, if you have established that you have a high customer churn rate, then it’s important to analyze customer feedback and experience data using a platform like Yumpingo.
Customer Effort Score (CES)
Customer effort score, also known as CES, is a specific metric that measures how much effort a customer needs to complete a transaction, resolve an issue, or interact with your business.
If your business has been making efforts to smooth out pain points in the customer experience, CES will help you measure those efforts’ effectiveness. It’s also a great way of pinpointing weaknesses with actionable insights.
Now that we have identified how customer experience can be measured, we can now move on to how your business can improve the overall experience of your customers.
How to improve the customer experience (CX)?
A sound customer experience strategy will help you gain valuable information about how your customers perceive and connect with your brand.
But it’s up to restaurant owners and operators to get creative with that strategy to provide a unique, individual experience for every person who interacts with their brand through all channels.
If you want to improve the experience customers have with your brand, start by identifying the moments that matter.
What interactions are good but could be better – and why? What are the pain points that you can turn into opportunities to create high-quality experiences your customers will never forget?
So we’ve established what customer experience is, how it’s measured, and what steps you can take to improve it.
Now let’s go through customer experience management and what that entails.
What is customer experience management (CXM)?
Customer experience management, also known as CXM, is the strategic plan needed in order to help improve and nurture brands with their customers.
The main aim for customer experience management is to improve the overall customer experience, throughout every stage of their journey.
For restaurant businesses, this revolves around the quality of their food, speed of service, ambiance of the venue, experiences with FOH staff, and all the way through to the customer feedback you receive through various channels.
The key focus is delivering positive customer experiences and addressing the areas for improvement at the root cause.
Using a tool like Experience Drivers allows you to analyze customer feedback data and take action on what matters most to your guests.
What is a customer experience management platform?
A customer experience management platform is a form of technology that supports your business to manage your interaction and engagement with current and potential customers.
The platform is a comprehensive record of customer interactions across all of your customer-facing touch points throughout the buyer’s journey.
A CX platform, like Yumpingo, helps brands collect and analyze real-time customer feedback and align teams on the best ways to improve customer experiences, all through one platform.
This real-time feedback data enables your business to promptly resolve any issues and gives insights into trends regarding menu execution and service delivery.
Awesome! Now that we’ve touched on what customer experience management and platforms are, we’re going to go through which roles within a business can use customer experience management and how it can help hospitality businesses grow.
Who can use customer experience management (CXM)?
Marketing teams can use a customer experience management platform to manage their brand reputation in one place, whilst building their customer email database.
This will ultimately lead to a better understanding of their customers through customizable research questions.
Senior Leadership and Operations
Operations teams can view detailed insights at each location to ensure a high level of performance and consistency.
By using a customer experience solution like Yumpingo, Operations teams can make impactful decisions across the organization.
With access to data-led insights, Operations teams are empowered to create a culture of continuous improvement for their brand.
By using a robust customer experience management platform, Culinary teams can optimize pricing and menu performance of all menu items and tailor their menu based on real-time customer perception of the taste, look, portion, and value of each item.
This process mitigates the risks associated with menu development and enables culinary teams to optimize every dish to increase customer satisfaction and, in turn, increase profitability and operational efficiency.
Culinary teams are focused on delivering dish-level consistency across all of their menu items. With a customer experience management platform like Yumpingo, BOH teams can highlight opportunities to optimize dishes and troubleshoot execution consistency across all venues and shifts.
So, we have now identified who would benefit from using customer experience management and why they should use it. Now it’s time to dig into the value of a CXM tool.
What are the benefits of customer experience management (CXM)?
A customer experience management technology like Yumpingo, which is designed specifically for hospitality businesses, can help refine and improve customer experiences and even create new ones.
By capturing and measuring customer satisfaction at every stage of their journey, you gain the visibility needed to understand how your brand is performing — directly from the voice of the customer.
Customer experience platforms cut through the noise and distill information from various channels into actionable insights. This way, teams fully understand their impact on the customer experience and what they can improve.
Consolidating customer feedback into a single dashboard simplifies the execution process by giving teams a comprehensive view of the end-to-end customer experience.
Whether it’s an overly-salted dish or a server who went above and beyond, simply assess what drove customer satisfaction levels so you can proactively drive improvements and consistencies throughout the experience.
By understanding what your customers want and expect from your business, you can make better, more impactful decisions with more certainty.
Now that we’ve touched on the benefits of customer experience management, we’re going to go through some of the key features of our platform and what sets us apart from others.
What are the features of customer experience management (CXM)?
There are many individual features that can make up a customer experience management platform, but not many platforms can collect customer feedback at scale, ask the right questions, and make sense of the noise in the form of actionable next steps. Yumpingo can.
Below is a list of just some of the features which we can offer as part of our customer experience management solution:
1-Minute Smart Surveys
Asking customers for a quick piece of feedback is just the beginning. While the questions may be simple, the art of getting value from them is not. This is where our 1-Minute Smart Surveys come in.
Our user-friendly 1-Minute Smart Survey fits seamlessly into the customer journey, wherever customers wish to interact with your brand – whether that’s on-premise, off-premise, or delivery.
The self-detected flow of the survey provides unprecedented engagement without incentivizing their feedback (which can skew your data). Further, our surveys capture feedback at the dish, server, and shift level.
This customer sentiment-tailored journey uncovers the ‘why’ behind every answer to give restaurant leaders a clear picture of what’s working and what can be improved and how to do it.
Using your brand’s customer satisfaction data, Smart Actions builds a unique weekly improvement plan for each location.
By highlighting the top factors impacting customer satisfaction, teams can easily address underperforming areas and do more of the good stuff.
Yumpingo One is a custom-branded, all-in-one device for table-service restaurants to deliver checks, capture real-time customer feedback, and maximize every customer interaction. Each device is designed specifically for demanding hospitality environments.
The Yumpingo One device can run Yumpingo or partner services, including ordering, feedback, and payment.
Close the loop with your customers across all channels – direct, online reviews, and social – and gain complete visibility of your online review scores with our comprehensive reputation management solution.
Powering end-to-end experiences with connected solutions, Yumpingo has the ability to integrate with leading Order & Pay, POS, Loyalty, and CRM providers.
Our next-generation customer experience management platform empowers hospitality teams to make high-impact decisions with unique clarity, confidence, and speed.
By capturing live customer feedback across every dish, shift, server, location, and channel, Yumpingo enables brands to “get it right the first time” by delivering intuitive, powerful insights that drive specific and measurable improvements across their business.
If you want to find out more about customer experience management and the offering we can provide your business, then please get in touch by booking a FREE demo of Yumpingo today!
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