Posted January 06 by Niranjan Reddy
Jan 06 by Niranjan Reddy

How to Measure Customer Experience using HubSpot CMS?

How to Measure Customer Experience using HubSpot CMS? How to Measure Customer Experience using HubSpot CMS?

Customer Experience shortly called CX is something most businesses wish to know. As an entrepreneur, you know that it is the impression that your business leaves with your customers. The experience that customers get from your business will result in what they feel about your brand. It will play a key role in creating brand loyalty. You can improve customer retention rate by evaluating the experience that customers get. It is possible to do it using customer experience metrics.

Customer Experience Analytics – A Basic Understanding

Customer Experience Analytics are metrics that help you measure the experience of your customers. These analytics will explain to you whether the process of buying from your business is enjoyable for your customers. When you know this, you can predict whether or not they will continue to do business with you.

Further, these metrics will aid with deciding how to run your customer service department. From these metrics, you can know what your customers feel is important and what keeps them coming back to your business. In short, customer experience analytics will help you provide the products and services that your customers will love.

HubSpot Customer Service Software

Indeed, nowadays, you can find many tools that will help you evaluate the experience of your customers with your business. But, with HubSpot Customer Service Software, you can deploy customer surveys. You can also deploy CES, CSAT and NPS to collect feedback. The feedback can be used to deploy a better experience for customers with your business.

With this analytics tool, you can evaluate the productivity of your service team. Further, you can get to know the average time to close and the average time for the first agent to reply and can review the tickets closed. Let us consider that you look at these numbers and conduct these surveys with HubSpot. When you do this, you can personalize the experience that your customers. Also, you can pay attention to continuously improving the experience that customers get from your business.

Know About The Customer Experience Management Tools

In their Customer Experience capabilities, customer experience management tools can be broad. Otherwise, they can help you pay attention to particular aspects of customer experiences. When they are broader, they can help your business manage all interactions with customers. In turn, you can delight more customers at scale and can improve the journey of your customers. Here are some customer experience management tools that can help your business:

HubSpot Service Hub

HubSpot Service Hub is a customer experience management software. With this tool, you can onboard customers and can offer them the best support. Also, you can deepen your business relationship with customers. Further, with this tool, you can deliver end-to-end and efficient service that can delight your customers at scale.

Measuring Customer Experience

You are here to know how to measure customer experience using HubSpot CMS.

According to HubSpot Blog, journey maps, surveys and a wide range of other metrics are key to measuring Customer Experience. Nevertheless, this process is not easy as it can extend to several years for evaluating the experiences of some customers.

HubSpot Blog also adds that customer service is just a single part of the equation. You wish that your clients should have positive reactions to your marketing efforts. Above all, you will be particular about your customers having an easy time using your product and services. They should get instant responses from your team.

Surveys, as suggested by HubSpot Blog are of great help with measuring customer experiences. Immediately after a customer interacts with your support team or after a purchase is made, you can send out surveys. You might survey clients for feedback on a few services or products. When you engage with customers via surveys, you can get an idea about the strengths of your business. Also, you can learn about the areas in which improvement is a must or possible.

Another technique to measure CX is by creating customer journey maps. With this process, it will be possible to track the interactions that customers have with your business. It can even help you spot why a customer has not followed your business or why he/she has chosen a different product than yours.

For instance, let us consider that a customer finds you through your social media advertisement. Then, the customer goes to your website and fills the shopping cart. Finally, the person leaves your website without making a purchase. Here, with a journey map, you can visualize the experience of the customer. You can also spot points of friction based on the emotions and actions of the customer.

Know the Customer Experience Metrics

Here are a few metrics that will help you measure the experience of customers with your business in HubSpot CMS:

1. Customer Satisfaction Score

This metric is shortly called CSAT. It evaluates how unsatisfied or satisfied your customers are with your products or services. CSAT asks customers to rate your product or services on a scale of 1-7, 1-5 or 1-3. You can arrive at the customer satisfaction score by adding all scores and dividing the total by the number of respondents.

2. Net Promotor Score

This metric is shortly called NPS. It evaluates the probability of your customers recommending your company to a colleague or a friend. You can arrive at the NPS by reducing the portion of detractors from the portion of promotors. Apart from judging customer satisfaction, this metric will help with the evaluation of customer loyalty as well. When you do this, you can arrive at an aggregate score. Also, you can categorize your responses into three segments. They are promoters, passives and detractors.

3. Customer Effort Score

Shortly called CES, with this metric, you will ask your customers to evaluate the ease of their experience with your product or service. Even with this tool, you will evaluate the satisfaction your customers gain. But, you will do this by evaluating the efforts they take to use your product or service. The easier your customers find to use your product or service, the better will be their experience. When they find it easy to use, you can bring down disloyalty and frustration to a great extent.

4. Customer Lifetime Value

The short form of this metric is CLV. It will let you know how much one customer has brought to your business right from the beginning of the relationship to date. In other words, from this metric, you can know how much a customer is worth to your business. This metric should also take into consideration the spending that your business makes to retain the customer.

This is undoubtedly a good customer metric experience. The reason is that you can see over time whether a customer is satisfied and places more orders on your business. Otherwise, you can know whether they are spending less with your business.

To arrive at the CLV, you will have to multiply the customer value times the mean customer lifespan. The better the experience your customers have with your business, the better will be the CLV. However, in case, you begin to see the customer spend less as the years pass, you can spot why and generate the appropriate solution to increase the CLV.

5. Customer Churn Rate

Not all customers leave your business after leaving feedback or review. So, how to count these customers when you analyze customer experience? The Churn Rate metric can help you with this. This is nothing but the percentage of customers leaving your business over time. When you compare the number of customers that left your business with the total unique survey responses, you can spot one thing. Yes, you can identify the number of people, who have left your business without leaving feedback or review. Indeed, you can say that these customers have faced some unsatisfactory experiences with your business.

6. Customer Retention Rate

The Customer Retention Rate metric is just the opposite of the customer churn rate. The reason is that this metric evaluates the number of customers that a business retains over a specific period. The good thing about this metric is that it helps evaluate customer loyalty as well.

The problem with this metric is that it is a bit challenging to arrive at. The reason is that you will have to know the number of customers that your business has retained, lost and gained during a particular time frame.

7. Customer Journey Analytics

As the name of this metric denotes, you can evaluate the journey that customers had with your business. This metric will help you know about the pain points, needs and motivations of customers. Even, this metric will let you know about the touch points of customer experiences on their journey with your business. To gather data for this metric, you will have to use social media ads and surveys. Even, you can use emails, loyalty programs, onboarding, product reviews and company events. Website and social media ads can help you with this.


You can use other metrics like customer support ticket trends to evaluate the customer experience. Most importantly, you can spot ways to improve the experience that customers get from your business. The better the experience they get better will be their retention rate and loyalty towards your business.

Niranjan Reddy
Niranjan Reddy leads Hermitcrabs, Inc, an B2B Tech Inbound Marketing agency and eCommerce Agency, Google Certified & HubSpot partner. Who specialize in helping some of the world's largest B2B enterprise tech, tech Start-ups, professional service, and pharmaceutical companies increase and nurture their sales and marketing pipelines. Hermitcrabs, core services include inbound marketing, sales enablement, account-based marketing, modern lead generation digital strategies and web development in HubSpot COS, Wordpress, Magento, and Shopify.