Measuring CX

The Sprig Customer Experience Framework is the foundation on which our platform is built, and it's the starting point for understanding your customers. This framework is designed to give companies a clear picture of their customer experience from the homepage to loyalty and churn and makes it easy to pinpoint problem areas at any point in the journey or for any user segment.

In this article, we'll take you through the framework, including continuous studies (CX KPIs) and ad hoc studies.

Continuous Studies (or CX KPIs)

Your CX KPIs (Customer Experience Key Performance Indicators) are the studies you'll run continuously to provide ongoing insight into the experience. We call them CX KPIs because these studies are instrumental to your ability to understand and track your customer experience, and results from these studies can (and should) be used alongside other KPIs when making business decisions.

By tracking CX KPIs through Sprig, you'll have access to easy-to-interpret scores that tell you whether the experience is getting better or worse, and where in the journey you should focus to have the biggest impact. You'll also have access to continuous insights that tell you why the experience is better or worse in certain places and identify opportunities to improve it. And the best part is, all of this happens without any effort on your part.

To get started, all you need to do is map out your customer journey and choose your metrics.

Mapping the Journey

The customer journey outlines the core stages users typically pass through in their relationship with your product. Across each customer journey, there are a few key stages where it's especially critical to understand the experience in order to continuously optimize, address pain points, and provide a best-in-class experience.

By mapping these stages out with Sprig, you can create CX KPIs targeted to each core stage, ensuring that you have a complete map of your experience. Sprig gives companies complete control to define and target the journey stages most relevant to their business and to use that information to launch studies to users at the exact right moments to understand those critical stages.

Here are the journey stages we use at Sprig to measure the overall experience of our customers.

Choosing Metrics

There are many study questions that are commonly used as CX KPIs, such as Customer Satisfaction (CSAT), Customer Effort Score (CES), Net Promoter Score (NPS), and Future Intent. In addition, Product/Market Fit has become a popular metric for early-stage companies.

At Sprig, we like metrics like CSAT and CES that can be easily tailored to the specific stage of the experience you're measuring; however, Future Intent and Product/Market Fit can also be extremely powerful for certain use cases. We rarely recommend NPS, for reasons outlined here, but many companies have a history with NPS, so we continue to support it within Sprig, along with the other metrics we've discussed.

Having said this, there really is no one "right" metric, and the most appropriate metric for your business will depend on your company's growth stage, business type, and goals. Whatever metrics you choose will give you more insight into your customer experience than you had before and will enable you to make decisions about your business grounded in the customer perspective.

Ad Hoc studies

Ad Hoc studies are studies that are run only as long as is needed to answer a specific question. These studies help answer specific questions about a product or user experience.

For example, you may be working on a specific feature and want to ask users targeted questions about that feature to guide your product development. Or you may want to better understand unexpected user behavior. We've mapped out the 4 types of ad hoc studies you can run with Sprig in another article, and we highly recommend you read that one to get an idea of the many possibilities for ad hoc studies.

To get you started, Sprig provides an ever-growing study template library with preconfigured studies to answer many common user questions; or, you can easily create and launch your own custom study.

Ad hoc studies can be targeted at any stage in the journey (or across all stages) and by a host of other criteria including page URL, user attributes, and events. The result is nearly infinite possibilities for understanding your customers.

Now that you understand how you can use Sprig, what are you waiting for? Visit the template collection and launch your first study today!