“Companion” Experience Metrics
Part of a successful CEM program involves data, and metrics, analysis to provide insight into whether your strategies are even working. Metrics help clue into whether your customers are actually satisfied, or if they will ever provide true loyalty to your company. Once metrics are set up and calculated on a regular basis, your company and CEM program will benefit when integrating different customer experience strategies and being able to analyze, in real time, how effective those changes were. I came across a great blog written by Jenny Dempsey, titled “Doctor Who Knows Customer Service”, in which Jenny parallels Doctor Who to companies that truly care about customer experience, and explains how The Doctor can’t travel across all of space and time without doing what is right for his customers (his companions, the universe, and even his enemies). Although The Doctor has a customer experience mindset already in place, maybe some CE metrics can be used to help him develop his CE “program” even further.
A few customer experience metrics that I feel are important in any CEM program are:
- Overall Satisfaction
- Likelihood to recommend
- Likelihood of repeat purchase
The three metrics above are basic metrics that could be used to measure customer experience and customer loyalty (including customer/brand advocacy). These metrics could be measured and calculated using data from a survey. I would measure overall satisfaction using open ended type questions; allowing customers to provide deep insight into their complete satisfaction of a product or service. For the likelihood to recommend and repeat purchase metrics, I would measure these using a survey with Likert scale questions, as well as behavioral (continuous or anchored) questions. By continuously calculating these metrics and linking them to other data sets, companies will develop a deep understanding into how the company and their products and services are perceived by its’ customers.
In my opinion, The Doctor should make use of customer experience metrics to help him develop his “CEM program” even further. All of The Doctor’s companions have their lives changed dramatically by joining in The Doctor’s adventures. However, there always comes a time when being a companion interferes with their lives back home. As the storylines develop over time, new companions are always introduced, and it is mostly because The Doctor does not see how much being a side-kick affects the ordinary lives of his companions in good and bad ways. Although this type of storyline keeps the show engaging; when it comes to The Doctor’s personal “CEM program”, this is one area that could be greatly improved.
Also mentioned in Jenny’s blog, the BBC does a great job by writing storylines like this – because these stories resonate with Whovians everywhere. Who wouldn’t be excited if the TARDIS appeared out of nowhere, and The Doctor brought you away from your ordinary/boring life and took you on extraordinary adventures to save the universe? The sound of the TARDIS is all it takes to get any Whovians to turn their head and look for The Doctor.
As always, until next blog (or not…I just might be busy saving the universe with The Doctor)….Allons-y!!