Using a one-size-fits-all approach to metrics is like trying to fit a square peg into a round hole. Every organization is unique, with distinct goals, customer expectations, and operational challenges. So why should your metrics be any different?

Traditional metrics like Average Handle Time (AHT) have their place, but they don’t always capture the full picture. As customer needs evolve and businesses prioritize different aspects of the customer experience, the focus is shifting toward measuring what truly matters for your organization and your customers.

Moving beyond standard metrics

Let’s take AHT as an example. It’s a great metric for contact centers where speed and efficiency are top priorities — solving customer problems quickly can boost satisfaction and loyalty. But if your business focuses on long-term customer relationships or personalized experiences, AHT might miss the mark. Metrics like Customer Satisfaction (CSAT) or Customer Effort Score (CES) — or a combination of metrics that reflect various customer touchpoints — may provide more meaningful insights.

By tailoring your metrics to your unique goals, you’ll not only measure performance more effectively but also gain insights that can drive improvements where they matter most. This flexibility empowers businesses to:

• Adapt quickly to changing customer needs.
• Align measurement with strategic objectives.
• Deliver meaningful value to customers and stakeholders.

Setting goals that align with customer experience

The first step to measuring what matters is setting the right goals. And no, guessing doesn’t count! Too often, CX goals are arbitrary, leading to mismatched expectations and wasted effort.

Here’s how to set goals that actually move the needle:

1. Analyze the customer journey
   Look at how your numbers trend across each stage of the journey. Are there bottlenecks or moments of delight?
2. Benchmark industry and competitor trends
   Understand how you stack up against competitors. Industry benchmarks can provide context for your goals.
3. Forecast future performance
   Set realistic expectations based on historical data and upcoming initiatives.
4. Factor in potential improvements
   Consider the lift you could see from optimizing key touchpoints or processes.

Collaboration is key here. Involve multiple stakeholders to ensure that goals are realistic and that everyone is on the same page. Today’s top CX leaders don’t set goals in a silo — they create buy-in across teams and ensure goals reflect the true customer experience.

Choosing the right metrics

Now that you’ve set your goals, how do you pick the metrics that will tell you if you’re on track? The answer lies in aligning KPIs with your objectives and customer priorities.

Popular metrics for CX measurement

Solicited Feedback Metrics:

• Net Promoter Score (NPS): Measures customer loyalty.
• Customer Satisfaction (CSAT): Tracks how happy customers are with a specific interaction.
• Customer Effort Score (CES): Evaluates how easy it is for customers to resolve an issue or complete a task.

Unsolicited Feedback Metrics:

• Call Transcription Analysis: Mines call data for insights without customer surveys.
• Customer Lifetime Value (CLV): Assesses the overall value a customer brings over time.

Operational Metrics:

• Customer Churn Rate: Tracks how many customers leave over a given period.
• First Contact Resolution (FCR): Measures the percentage of issues resolved on the first attempt.
• Average Handle Time (AHT): Tracks the average time spent resolving an issue.

There’s no secret formula here. The right metrics are the ones that align with your goals and deliver the most value to your organization and your customers.

Why measuring what matters makes a difference

By focusing on tailored metrics rather than a standardized set, your organization can gain insights that truly matter. Whether you’re striving for operational efficiency, customer loyalty, or personalized service, your data will tell a more meaningful story when it’s tied directly to your goals.

So, ask yourself: Are you measuring what matters most for your business? If not, it’s time to rethink your approach. Start with your goals, collaborate with your team, and let your unique customer journey guide your metrics.

With the right data, you can not only track success but also create a customer experience that drives lasting loyalty and business growth.

2025 trends to help guide your CX strategies

Download our free ebook to explore more actionable strategies and real-world examples of how businesses are leveraging these principles and more to build stronger customer relationships and drive growth.

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