What Customer Experience KPIs Should We Measure?

Customer experience (CX) drives business success. Track the right key performance indicators (KPIs) to quantify and enhance customer satisfaction and loyalty.

We’ll highlight the most important customer experience KPIs to measure so you can deliver exceptional service.

Quick links:

What is customer experience?

What are customer experience KPIs?

Customer churn rate

Net promoter score

Customer satisfaction

Average resolution time

Customer acquisition rate

Conversion rate

Marketing campaign effectiveness

Ready to streamline your CX? Schedule a free consultation and learn about KPIs that will drive your customer experience to new heights.

What Is Customer Experience?

Customer experience (CX) is a customer’s total perception of your brand at every touchpoint and interaction. It encompasses every aspect of customer engagement with your business, from awareness and marketing to purchases, service, support, and beyond. CX brings together all the elements that shape how customers experience your company.

This includes:

Products and services
Brand messaging and personality
Advertising and marketing
Browsing and shopping experiences
Loyalty programs
Customer service and support
Billing, payments, and transactions
Company values and culture
Online reviews and word-of-mouth

Exceptional customer experience means meeting or exceeding what customers expect across these touchpoints. The goal is to cultivate a positive experience for your brand at each step of the customer lifecycle.

What Are Customer Experience KPIs?

Customer experience KPIs are the metrics companies track to monitor customer experience performance. Unlike operational KPIs focused on efficiency, customer experience KPIs concentrate on understanding customer sentiments and perceptions toward a brand.

Track the following KPIs to get valuable insight into how effectively they solve customer problems and meet their specific needs. Companies can use customer experience KPIs to gauge customer loyalty and determine retention rates by measuring repeat purchases.

These KPIs also identify areas for improvement within the company’s customer experience strategy. With KPIs, businesses can pinpoint problem areas and set targets to enhance the overall customer journey.

10 Most Important KPIs You Should Follow

Modern CCaaS platforms, contact center tools, customer experience management (CRM) platforms, and workforce optimization (WFO) solutions provide analytical capabilities for tracking crucial customer experience KPIs. The biggest challenge businesses face is determining which metrics to prioritize to reduce costs and elevate service quality.

Here are the most popular customer experience metrics companies should monitor today.

Customer churn rate
Customer retention rate
Net promoter score
Customer satisfaction
Average resolution time
Customer acquisition rate
Conversion rate
Marketing campaign effectiveness
Direct traffic
Pages per visit

Customer Churn Rate

This metric tracks the percentage of customers that discontinue their relationship or stop using a company’s products or services over a given time period. A high churn rate is a clear sign of customer dissatisfaction and poor customer experiences.

One key factor that affects the churn rate is the customer effort score, which measures how easy or difficult it is for a customer to complete a purchase, return an item, and so on. The churn rate formula is:

Churn rate = (Customers lost in period / total customers at start of period) x 100

Factors such as poor customer service, lack of product value, pricing issues, and better competitor offerings can all drive up churn rates.

To reduce churn, companies should:

Analyze patterns and reasons for churn
Implement voice of customer programs
Improve onboarding and ongoing support
Offer incentives for renewals/longer contracts
Address product gaps compared to competitors

Customer Retention Rate

Customer retention rate measures the percentage of customers a company retains over a given period. It provides insight into how effectively a business is satisfying customers, building loyalty, and preventing churn.

The customer retention rate formula is:

Customer retention rate = ((Number of customers at end of period – Number of new customers acquired during period) / Number of customers at start of period) x 100

A high retention rate indicates that customers are finding value in the company’s products, services, and overall experience, leading them to continue doing business with the brand over time. A low retention rate suggests that customers are dissatisfied, disengaged, or finding better alternatives elsewhere.

Factors that can impact customer retention rates include:

Product or service quality and reliability
Customer service and support experiences
Value for money and competitive pricing
Personalized offers and recommendations
Loyalty programs and incentives
Brand reputation and trust
Ease of use and convenience

To improve customer retention rates, companies should:

Continuously gather and act on customer feedback to address pain points and improve experiences
Provide proactive, responsive, and empathetic customer service across all channels
Develop loyalty programs that reward customers for repeat business and advocacy
Personalize communications, offers, and recommendations based on customer preferences and behavior
Invest in product innovation and quality improvements to stay ahead of competitors
Offer flexible pricing and payment options to meet diverse customer needs
Communicate regularly with customers to build relationships and foster a sense of community

Customer retention is about consistently delivering value and positive experiences that keep customers coming back. It’s often more cost-effective to retain existing customers than acquire new ones, making retention a key driver of long-term business growth and profitability.

Net Promoter Score

The Net Promoter Score (NPS) measures customer loyalty and satisfaction with a company’s products or services. It is calculated based on responses to the question: “How likely are you to recommend our company/product/service to a friend or colleague?”

Respondents rate on a 0-10 scale:

Promoters (9-10) are loyal, satisfied customers who drive referrals
Passives (7-8) are satisfied but vulnerable to competitors
Detractors (0-6) are unhappy customers at risk of churning

NPS = % Promoters – % Detractors

High NPS scores correlate strongly with repurchase intent and revenue growth. Tracking NPS over time reveals whether efforts to improve customer experience are working.

Best practices for NPS improvement include:

Ask about the likelihood of recommending after key interactions
Solicit open-ended feedback from promoters and detractors
Close the loop to address detractor issues
Compare NPS to competitors and industry benchmarks

While NPS alone doesn’t tell the full story, it serves as a leading indicator of company growth driven by customer satisfaction levels.

Customer Satisfaction

Customer satisfaction score (CSAT) measures how satisfied customers are with a company’s products, services, and interactions. It is typically measured through customer surveys that ask some variation of “How would you rate your overall satisfaction with [company/product/service/interaction]?”

Respondents rate on a scale, often 1-5 or 1-10. Higher scores indicate greater satisfaction levels.

CSAT tracking over time shows whether customer experience efforts are having the desired positive impacts.

CSAT surveys can be:

Transactional: after a service interaction or transaction
Relationship: overall satisfaction with an ongoing relationship
Periodic: brand perception from all customers at regular intervals

To improve your CSAT, you should:

Keep surveys short and focused on overall satisfaction
Measure CSAT after critical touchpoints and journeys
ComparCSAT to industry benchmarks
Identify drivers of high/low satisfaction through analytics
Close the loop on detractor feedback

While CSAT doesn’t measure loyalty, it provides a current snapshot of how well experiences are meeting customer expectations. Improving CSAT leads to increased retention and revenue.

Average Resolution Time

Average resolution time (ART) is a customer experience metric that measures the typical duration it takes for a company to resolve a customer’s issue or request from start to finish. It provides insight into the efficiency and effectiveness of an organization’s support processes.

ART is calculated by taking the total resolved time for all cases over a period and dividing it by the total number of cases resolved in that same period.

A low ART indicates issues are being addressed quickly, resulting in higher customer satisfaction. A high ART suggests bottlenecks or inefficiencies that are creating longer resolution times and frustrating customer experiences.

Factors that can negatively impact ART include:

Lack of agent training and knowledge
Convoluted support processes
Poor internal communication and handoffs
Insufficient staffing during peak periods
Lack of effective knowledge bases

While important, ART should be balanced against other metrics like customer satisfaction, as resolving customer issues quickly is meaningless if the resolution is poor quality.

Customer Acquisition Rate

Customer acquisition rate measures how effectively a company attracts new customers over a given period. It provides insight into the success of marketing and sales efforts in generating interest, leads, and conversions.

The customer acquisition rate formula is:

Customer acquisition rate = Number of new customers / Total number of customers

A high acquisition rate indicates that marketing campaigns, brand messaging, and sales processes are resonating with target audiences and driving growth. A low rate suggests issues with attracting and converting prospects into customers.

Factors that can impact customer acquisition rates include:

Ineffective marketing campaigns and messaging
Poor website user experience and conversion rates
Uncompetitive pricing or perceived lack of value
Longer sales cycles compared to industry norms
Inadequate lead nurturing and follow-up processes

To improve customer acquisition rates, companies should:

Define ideal customer profiles and buyer personas
Develop targeted marketing campaigns for each segment
Optimize website and landing pages for conversions
Implement lead scoring to prioritize high-value prospects
Streamline sales processes to reduce friction and cycle times
Offer incentives and promotions to drive initial purchases

Conversion Rate

Conversion rate measures the percentage of visitors or leads who complete a desired action, such as making a purchase, filling out a form, or signing up for a service. It provides insight into how effectively a company’s website, marketing campaigns, and sales processes guide customers through the buyer’s journey.

The conversion rate formula is:

Conversion rate = (Number of conversions / Total number of visitors or leads) x 100

A high conversion rate indicates that a company’s online presence, messaging, and user experience are effectively persuading visitors to take the next step. A low rate suggests barriers or friction points that are causing potential customers to abandon their journey.

Factors that can impact conversion rates are:

Poor website design, navigation, or mobile response time
Lack of clear calls-to-action or confusing checkout processes
Uncompetitive pricing, shipping costs, or lack of payment options
Concerns about security, privacy, or trust
Ineffective marketing targeting or ad relevance
Slow page load speeds or website performance issues

For the improvement of conversion rate, companies should:

Simplify website navigation and optimize user flows
Implement clear, compelling calls to action
Offer competitive pricing and transparent shipping costs
Display trust signals like security badges and customer reviews
Use retargeting to bring back abandoned cart shoppers
Implement A/B testing to optimize page elements and copy

Marketing Campaign Effectiveness

Marketing campaign effectiveness measures the success of specific marketing initiatives in achieving their intended goals, such as generating leads, driving conversions, or increasing brand awareness. It provides insight into which campaigns and channels are delivering the best return on investment (ROI) and resonating with target audiences.

Marketing campaign effectiveness can be measured through different metrics, depending on the specific goals and channels involved. Some common metrics include:

Click-through rate (CTR): the percentage of people who click on a link in an email, ad, or social media post
Engagement metric: the level of interaction with a campaign, such as likes, comments, or shares on social media platforms
Cost per acquisition (CPA): the total campaign cost divided by the number of new customers acquired
Return on ad spend (ROAS): the revenue generated by a campaign divided by the amount spent on advertising

To maximize marketing campaign effectiveness, companies should:

Set clear, measurable goals and KPIs for each campaign
Define target audiences and develop buyer personas
Choose channels and tactics that align with audience preferences
Create compelling, relevant content and offers
Use A/B testing to optimize ad copy, landing pages, and creative
Monitor performance metrics regularly and adjust tactics as needed
Analyze post-campaign data to inform future strategies

Effective marketing campaigns not only drive short-term conversions but also contribute to long-term brand building and customer loyalty.

Direct Traffic

Direct traffic measures the number of visitors who arrive at a website by typing the URL directly into their browser or using a bookmark, rather than coming from a referral source (search engine, social media, or another website). It provides insight into the strength of a company’s brand awareness, customer loyalty, and offline marketing efforts.

A high percentage of direct traffic indicates that a company has a strong brand presence and a loyal customer base who know the website URL and visit it regularly. It suggests that offline marketing campaigns, such as print ads, billboards, or TV commercials, are effectively driving customers to the site.

Factors that can impact direct traffic include:

Brand awareness and reputation
Offline marketing campaigns
Customer loyalty and repeat visits
Memorable or easy-to-type website URL
Email marketing campaigns with direct links
Word-of-mouth referrals from happy customers

To increase direct traffic, companies should:

Invest in brand building through consistent messaging and visual identity
Create memorable, easy-to-type website URLs
Encourage customers to bookmark the site or save it to their home screen
Run offline marketing campaigns that prominently feature the website URL
Include direct website links in email marketing and signature lines
Deliver exceptional products, services, and customer experiences that drive repeat visits and word-of-mouth referrals

While direct traffic is a valuable metric, it’s important to analyze it in the context of other traffic sources and customer behavior. A high percentage of direct traffic but low engagement or conversion rates may indicate issues with the website experience or product offerings.

Pages Per Visit

Pages per visit, also known as page depth or page views per session, measures the average number of pages a visitor views during a single session on a website. It provides insight into how engaged visitors are with the site’s content and how effectively the site is guiding them through the desired customer journey.

A high number of pages per visit indicates that visitors are finding the site’s content valuable, engaging, and relevant to their needs. It suggests that the site’s navigation, internal linking, and calls-to-action are effectively encouraging visitors to explore more pages and go deeper into the site.

Factors that can impact pages per visit include:

Quality and relevance of content
Clear, intuitive site navigation and information architecture
Effective internal linking and related content suggestions
Compelling calls-to-action and clickable elements
Site performance and page load speeds
Mobile response time and user experience

To increase pages per visit, companies should:

Create high-quality, informative, and engaging content that addresses visitor needs and interests
Use clear, descriptive page titles and headers to guide visitors through the site
Implement intuitive navigation menus and sitemaps to help visitors find what they’re looking for
Use internal linking to suggest related content and keep visitors exploring the site
Optimize page load speeds and mobile responsiveness to ensure a smooth user experience
Place prominent calls-to-action and clickable elements to guide visitors to key pages and conversion points

Note: a high pages per visit metric alone doesn’t necessarily indicate a positive customer experience or business outcome. If visitors are viewing many pages but not converting or taking desired actions, it may suggest issues with the site’s content, messaging, or conversion optimization.

How to Measure KPIs?

With the right metrics and acting on the insights they provide, businesses can continuously improve experiences and drive long-term growth. Here are some key steps for measuring CX KPIs effectively:

Define clear goals and objectives. Before measuring any KPIs, it’s important to have a clear understanding of what the company aims to achieve through its customer experience strategy. This could include goals such as increasing customer satisfaction, reducing churn, or driving more referrals and advocacy. With KPIs alignment with specific objectives, companies can ensure they’re tracking the metrics that matter most.
Identify the most relevant KPIs. With so many potential CX KPIs to track, it’s crucial to focus on the ones that are most relevant to the business goals and customer journey. This may include a mix of high-level metrics (e.g. NPS and CSAT), as well as more granular measures (for example, conversion rates and average resolution times). The key is to choose KPIs that provide actionable insights and help prioritize improvement efforts.
Establish baselines and benchmarks. To measure progress over time, companies need to establish baseline performance levels for each KPI. This involves collecting data over a specific period to determine current performance and set realistic targets for improvement. It’s also valuable to benchmark KPIs against industry averages or best-in-class performers to understand how the company stacks up against competitors.
Implement tracking and reporting systems. To measure KPIs consistently and efficiently, companies need robust tracking and reporting systems in place. This may involve using a combination of customer experience management platforms, analytics tools, and survey software to capture data across multiple touchpoints. The goal is to create a single source of truth that provides real-time insights to stakeholders across the organization.
Monitor and analyze KPIs regularly. CX KPIs measurement is not a one-time event but an ongoing process of monitoring, analysis, and optimization. Companies should establish regular reporting cadences to review KPI performance, identify trends and outliers, and discuss opportunities for improvement. This may involve conducting deeper dives into specific metrics, segmenting data by customer groups or touchpoints, and running experiments to test new strategies.
Close the loop with customers. To close the loop, companies need to act on the insights they gather by making tangible improvements to products, services, and interactions. This may involve following up directly with customers who provide feedback, communicating changes and enhancements to the broader customer base, and continuously seeking input to guide future improvements.

With these steps, businesses can create a customer-centric approach that drives long-term success.

Why Measure KPIs?

Here are some key reasons why measuring CX KPIs is so important:

Understand customer needs and expectations. CX KPIs reveal customer preferences, pain points, and expectations at every journey stage. With metrics such as NPS, CSAT, and customer effort score, companies discover what matters most to customers and where to focus improvement efforts.
Identify areas for improvement. Measuring CX KPIs highlights strengths and weaknesses in the customer experience. Metrics like conversion rates, abandonment rates, and average resolution times pinpoint where the experience falls short, causing frustration or churn.
Track progress and demonstrate ROI. CX KPIs serve as a scorecard for measuring the success of customer experience initiatives. By setting targets and monitoring performance, companies track progress towards objectives, demonstrate the impact of their efforts, and justify investments in CX.
Benchmark against competitors. In today’s crowded market, measuring CX KPIs allows companies to benchmark their performance against industry averages and competitors. This comparative analysis reveals areas where the company leads or lags, helps set realistic improvement targets, and positions businesses as CX leaders.
Foster a customer-centric culture. Measuring CX KPIs sends a powerful message that customer experience is a top priority. Sharing metrics and insights across departments aligns everyone around putting the customer first and fosters a culture of accountability, innovation, and continuous improvement.

About Symplicity

We’re here to help you supercharge your CX program. Here are the key areas we can help:

Identify CX shortfalls and opportunities
Map the journey and pain points of your customers
Implement automation, business intelligence, and contact center solutions
Audit and streamline your spending on technology, including customer experience tech
Ensure you’re getting the very best solutions for the very best price

We understand that every organization has unique priorities and challenges, which is why we offer a customized approach to match you with the perfect solution. We connect you with the best CX solutions by thoroughly evaluating providers based on their expertise, track record, and ability to meet your specific requirements.

We can also help you with your managed IT, business intelligence, SIP trunking, business automation, disaster recovery, and mobile device management needs. See our solutions page for the full range of services we offer.

CX KPIs FAQ

What is a CX measurement framework?

A CX measurement framework is a structured approach to evaluating customer experience performance. It defines key metrics, data sources, and reporting processes that provide a comprehensive view of the customer journey. The framework aligns KPIs with business objectives, enabling companies to track progress, identify improvement areas, and demonstrate the ROI of CX initiatives.

What are the top 3 KPIs for customer success?

The top three KPIs for customer success are:

Customer Churn Rate: the percentage of customers who discontinue using a product or service over a given period.
Net Promoter Score (NPS): a metric that measures customer loyalty and likelihood to recommend a brand.
Customer Lifetime Value (CLV): the total revenue a customer generates for a business throughout their relationship.

What are digital customer experience KPIs?

Digital customer experience KPIs measure the effectiveness of online interactions and touchpoints. Key metrics include:

Website traffic and bounce rates
Mobile app downloads and usage
Online conversion rates and cart abandonment rates
Digital customer support metrics (e.g., chat resolution times, email response rates)
Social media engagement and sentiment
Online review ratings and volumes

What are the 4 main types of performance indicators?

The four main types of performance indicators are:

Quantitative indicators: measurable, numerical metrics (e.g., average revenue, market share, customer counts)
Qualitative indicators: non-numerical, descriptive metrics (e.g., customer feedback, employee satisfaction)
Leading indicators: predictive metrics that signal future performance (e.g., sales pipeline, website traffic)
Lagging indicators: retrospective metrics that confirm past performance (e.g., financial reports, customer churn rates)

What is the best KPI to measure customer satisfaction?

One of the best KPIs to measure customer satisfaction is the Customer Satisfaction Score (CSAT). CSAT surveys ask customers to rate their satisfaction with a product, service, or interaction on a scale (e.g., 1-5 or 1-10). The results provide a clear, quantifiable measure of customer sentiment that can be tracked over time and benchmarked against industry standards.

What metrics make up a good customer health score?

Common metrics included in a customer health score are product usage data, support ticket volume, survey feedback, and customer lifetime value.

How can Google Analytics help measure the customer service experience?

Google Analytics can provide valuable behavioral metrics to gauge the customer service experience on your website or mobile apps. Data like bounce rates, time on page, and exit rates can indicate friction points in processes like checkout, knowledge base usage, and self-service flows.

How does customer churn rate relate to customer lifespan and future relationships?

Customer churn rate measures the percentage of customers who discontinue their relationship over a period of time. A high churn rate indicates customers are not having positive experiences, resulting in shorter customer lifespans and reducing the likelihood of future relationships with your business. Tracking churn illuminates areas to improve retention.