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measure customer experience

How to measure Customer Experience – Part 1

You have decided to outsource the CX but want to ensure it provides the necessary success and results. How to measure customer experience is a complex matter primarily because experiences include multiple touchpoints across multiple channels and different specific goals. So, how can you know what works and what doesn’t? We have prepared a series of guides to help you learn how to measure customer experience and which are the most important key performance indicators (KPIs) to understand and track.

Every work done gets measured. And when measured properly, it’s done even better.

Customer experience starts with customer satisfaction. And when customers are satisfied, they are willing to provide feedback. Customer feedback is measurable and one of the most important indicators to know if your company meets your customer’s expectations.

measure customer experience

Start by measuring your customer journey.

Customer journey is every single step your customers take or make when interacting with your products or service. So, to measure the success of the customer service, you need to measure the customer journey. But first, it would be helpful to have a customer journey map. This map will identify all the journey phases and touchpoints for a more straightforward measurement. Therefore, you’ll be able to measure the journey as a whole, measure the stages of the journey, or measure all individual touchpoints of the entire customer journey.

Measuring the customer journey means measuring customer success during all phases and via all journey touchpoints. The essential metrics for overall success are:

  • Net promoter score (NPS): measures customer loyalty and advocacy, or how many of your customers are likely to recommend your products/services to a friend. This is usually done on a scale of 1 to 10. It can help you understand how the overall experience works in the journey, including products, pricing, onboarding, retail experience, marketing, touchpoints, brand, and customer service.
  • Customer Satisfaction (CSAT): determines how satisfied your customers are with your products/services and the customer experience you provide. This measures how happy or unhappy they are with an overall product/service or specific features (for example, returning a product)
  • Customer effort score (CES): measures the effort customers require to achieve what they want, including placing an order, getting a question answered, resolving an issue, or returning a product. Usually, the higher the customer effort, the lower the customer loyalty.

Measuring customer journey phases means measuring each stage your customers will go into when becoming part of your journey. The most common customer journey phases (for both SaaS and B2B) are Awareness / Evaluation, Consideration / Onboarding, Purchase / Adoption, Retention / Renewal, and Advocacy. You can measure each stage individually with different sets of questions to be addressed and different sets of measures. Here are some examples for each phase:

1. Awareness or Evaluation: Are your customers familiar (aware) with your brand, products/services, and features?

  • Share of Voice (SOV) in the market: measures your brand’s market share compared to your competitors. SOV measures your brand’s visibility and how much you control the conversation within your industry.
  • Website visits/website users: measures the number of visits or users created on your website over time.

2. Consideration or Onboarding: Are customers looking for your brand when they know they want to buy the type of product/service you offer?

  • Organic keyword traffic: measures the volume of a keyword used in search engines to attract free website traffic over time.
  • Direct website traffic: measures the volume of visitors that arrive at your website directly, without first clicking on a link on another website.
  • Monthly Active Users (MAU): measures how many users actively engage with your product or service over a specific time. In this case, the number of active users in a month.
  • Store visits (if physical store available): provides the number of people who have visited your physical store over time.

3. Purchase or Adoption: Are customers completing their purchases once they begin the purchasing process?

  • Abandoned cart rate: determinates the total number of completed purchases divided by the number of carts created.
  • Store visits vs. Purchases (if physical store available): measures how many people have visited your store and purchased a product/service you sell.

4. Retention or Renewal: Do your customers return to your brand for a second purchase after making the first purchase?

  • Customer Lifetime Value (CLV): determinates ​​the total value of a customer to a company throughout their relationship
  • Customer Retention Rate: ​​measures the number of customers who return to your business or continue to pay for your services after a certain period.
  • Customer Churn Rate: measures how many customers have left your company over time or are no longer paying for your services.
  • Customer service ticket volume,
  • The number of return visitors: measures the number of customers that will return to your brand for a possible second or third purchase after their initial one or after they have visited your store within a determined time frame.

5. Loyalty or Advocacy: How likely will customers recommend your brand after shopping with you?

  • Customer referral rate measures how many people refer and recommend your brand to their friends or colleagues. It is the ratio between referred purchases and total purchases.
  • Net promoter score (NPS),
  • sentiment via social listening,

And finally, measuring specific touchpoints means defining all possible touchpoints (how customers act with your brand) and setting particular measures to see how each touchpoint performs. Here are some examples:

Example #1: Digital touchpoint metrics (in case of an Online-store or web-based service placement):

  • Chat/call/ ticket volume: measures the number of chats, calls, or tickets received over a certain period of time. This shows precisely how many of your customers need help.
  • First contact resolution: measures how many of your customers resolved their problem in a single interaction.
  • Average resolution time: measures how long it takes to resolve a customer’s problem, on average.
  • Average response time: measures how long it takes for the CXR to respond to a customer query.
  • The number of tickets reopened: measures the number of tickets reopened over a specific period because the customer was dissatisfied with the initial support and must return for the correct solution.
  • Average handle time (AHT): measures the total amount of time spent in conversation with each customer by each contact center agent – including hold time and time spent completing forms or other tasks as a result of the conversation and the length of the conversation itself.
  • Customer satisfaction survey: Determines how satisfied your customers are with your customer support, services, or products.
  • Frequency of up-sells & cross-sells: the number and frequency of up-sells / cross-sells made
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Example #2: Physical touchpoint metrics (in case of a Retail-store):

  • Store visits vs. number of purchases
  • Total order value / cart size
  • Overall sales in retail
  • The number of queries for the staff
  • Overall cross-sell & up-sell

Drawing a conclusion

Measuring your customer experience is more than necessary. It’s crucial. There are so many factors to consider and so many metrics to follow. Those metrics will tell you different aspects of your customer’s journey with your brand. You’ll know if you meet your customer’s expectations, how easy to use your services or products, and if your customers will refer you to other users. But also, you’ll be able to know how your CX team is performing, whether it’s providing the expected solutions and help and whether your customers are satisfied with them and your company overall. In the next guide, we’ll help you how to calculate the most important metrics so you can have visible results.

customer experience

Why is customer experience so important?

Everybody is talking about customer experience nowadays, but what is CX, and why is it so important?

All of the interactions a customer has with your company, brand, product, or service, along their customer journey, how they feel about all those interactions, and the outcome is Customer Experience. From discovering the brand, receiving information about products or services, pricing models, and purchasing options to post-purchase handling, troubleshooting, and support, it shapes the Customer Experience. And it doesn’t matter if their interactions are offline (in a physical store) or online (e-commerce or social media, email, etc.). Everything contributes to their overall Customer Experience. And today, this is especially important. In essence, Customer Experience = Brand Experience.

It’s a fairly large field of brands out in this world, and each of them is unique, as every single one of their customers is. Therefore, today it’s all about knowing your customers, asking them the right questions, listening to their responses, and acting on their feedback. All of this adds up to an amazing Customer Experience. Making your customers feel heard is the key to success, as healthy customer relationships create vibrant and long-standing businesses. It’s not unknown that a great customer experience improves Customer Lifetime Value (CLV), improves Customer Retention and CSAT score, and increases loyalty and brand advocacy. And this is precisely why Customer Experience is so important.

Customer experience employees

The power is in the customers, not in the brands.

Will you and your company fail to meet a customer’s need – you’re domed. They sit on the throne today. Like never in the history of business, customers have the power to shape how business is done. And at the end, every business exists to serve its customers.

So, naturally, Customer Experience has become a top priority for almost every company today. If you like your brand to be good-standing, especially in the eyes o your customers, you ought to make CX right. If your customers like your brand and the experience, they will talk about it loud and clear. They will share on social media; they will spread the word of mouth, review, refer and bring new customers in. BUT they will do the same if they’re unsatisfied, in a much worse and more aggressive way. And believe it or not, there isn’t anything like a furious and unsatisfied customer today.

The shift from a profit-centric to a customer-centric business model

As Customer Experience has become the real game-changer, all successful businesses are obsessed with delivering mind-blowing customer experiences. The latest trends are shifting from profit-centric to a customer-centric business model. However, building a customer-centric business model and excellent customer experience requires company-wide commitment and trustworthy partners. But sometimes, this is easier said than done. And as much as companies like to make this shift, many fail to deliver.

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Getting your business to the next level

Today, an average customer uses at least three devices for communication. In their ideal world, they want a seamless transition among all devices. Picking up from tablet to smartphone to desktop to person—should be the foundation of the next-generation Customer Experience. But all of this is an exhausting and overwhelming process, and not all companies can do it well. Especially when “well” is not good enough anymore. CX needs to be amazing! That’s why many businesses decide to outsource the Customer Experience to BPO providers and contact centers. And it seems the right thing to do. By outsourcing CX, you ensure your customers are handled professionally and promptly. And with that, the overall experience of your brand is rising to another level. Once happy, your customer not only will choose your brand among other competitors but most probably will come and ask for more.

[Тhe definitive guide to outsourcing services]

What services to outsource to reach your Goals

You want to start outsourcing some non-essential work, but you’re uncertain where to start

Different industries, different businesses, different goals, right?

Yes, BUT if we’re being honest, the one true goal of every business, no matter the industry, is revenue growth. Also, every business owner thrives on happy, returning customers, return on investment, and increasing the market share. We can also add reducing employee turnover and increase satisfaction and productivity. Or, overall, improving company value, becoming a leader in the industry, and improving customer satisfaction. Quite a long list, right? And certainly not an easy one – especially if you’re just starting. Outsourcing some of your non-essential work will certainly help you out in the long run. No matter how big or small your goals are. This is an extensive guide on what to do and how to determine which services to outsource so you can focus on your primary business goals.

outsource strategy plan

Begin by developing an outsourcing strategy

Because outsourcing is a business investment, having a clear plan and implementing an outsourcing strategy is crucial. But what should an outsourcing strategy include?

  1. Outline the business goals. It is critical to clearly outline the business goals you intend to achieve through outsourcing for a project to succeed.
  2. Set a project structure. It will help you manage the project and ensure that the outsourcing team will meet the requirements.
  3. Be specific. Make a clear and extensive list of tasks you’d like to outsource and how and when you’d like them completed.
  4. Carefully plan the budget. This will affect the timeline, the number of hires, and the technologies and equipment you’ll be able to use.
  5. Determine your preferred outsourcing model. You can either go with a project-based or dedicated team model. In the first case, you’ll have the entire project handled by the BPO partner you choose. While in the second case, you can select a team from the BPO partner to work only for you and report directly to you.
  6. Carefully select your BPO partner. Examine portfolios, previous work, customer feedback, and referrals – carefully. Ascertain that they have the required knowledge, technology, and infrastructure (including, but not limited to both hardware and software)
  7. Define clear processes, roles, and responsibilities. This will help the project run smoothly.
  8. Have clear and frequent communication. Starting with a kick-off meeting, weekly follow-up meetings, and monthly report meetings. Make sure you determine the right channel and communication flow. All of this will keep you up to date with the project status and progress.
  9. Measure the productivity, the progress, and the results. This will allow you to see how the project is progressing, and whether it will fulfill your goals.

What services to outsource easily?

You’re already aware that outsourcing some of your jobs will free up time and energy. That way, you’ll be able to focus on your primary business objectives. But do you have a clear idea of what services to outsource efficiently?

Customer success management

Every company nowadays relies on positive client interactions, particularly favorable consumer feedback. Companies that deliver solutions using a SaaS model, in particular. Customer success is critical and unquestionable in SaaS! The CSM is your frontline to the customers. It ensures everything goes smoothly after making a purchase or any other customer-related interactions, issues, and critical concerns.

Girls looking at outsource strategy

Customer support & experience

The quality of the customer service has a direct effect on sales. The damage one unhappy customer can do to a business is unimaginable! Especially today when people publicly express their thoughts on products or services all over the internet. Customer service (CS & CX) is a genuinely challenging aspect of running a business. If one does not have enough workforce, it’s best to consider outsourcing it to a BPO call center. Outsourcing your CX will save you time and money (usually because of the lower-cost labor). But also it will deliver better results (because of trained agents with the specific skillset).

Back office services

All services like accounting & finance, billing support, research & development, and IT & software tech helpdesk can and should be outsourced. And this is especially recommended for small and medium enterprises (SMEs). It would make your life so much easier if you didn’t have to know everything about fulfilling compliance standards connected to bookkeeping, tax regulations to follow, and internet security infrastructures, and if you could leave all of it in the hands of a dedicated professional.

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Sales generation, management & support

Small enterprises usually don’t have big sales teams. There’s often one person for the job, which is wrong on so many levels. Sales management is one of the essential parts of running a company. You’ll never attain your profit goal if you’re not closing deals. Therefore, outsourcing sales will help you nurture and convert leads. It will help your business grow, make sure you always have great and happy customers, and close deals!

Human Resources

Recruiting is a long, complex, and time-consuming process. It requires developing job descriptions, hunting for suitable candidates, and endless rounds of interviews. All of this will not only cost you money & time but your energy as well. And having good HR managers in-house is quite expensive too. All of this makes outsourcing human resources the right and smart choice.

Marketing, Research, and Development

Whether launching a new product, adding something to your marketing mix, or simply expanding to more new markets, regions, and places, you’ll need thorough research. You need to know the market, the product, the competition, and the entire industry. As a result, you’ll need hands-on expertise in research, development, and marketing. However, if you lack the necessary knowledge, expertise, skillset, or people on board, this will be yet another challenging job. Outsourcing all those operations is definitely something to consider moving forward.

outsource team

The key takeaways

By now, you should have a good idea of which services to outsource to BPO professionals. But also, how you can choose your best BPO partner. We at FrontLogix provide exceptional outsourcing services to all of your needs. We’re committed to delivering and developing a customer-centric business model that will boost customer satisfaction, improve revenue, and lower costs. We’ll work together to develop strategies that will increase customer loyalty. We will help you make the most of your customer data, create new customer experiences, and optimize your business processes.

[Read Next] Definitive guide to outsourcing services

Web designers working in office on project together

Тhe definitive guide to outsourcing services:

A complete guide to all the outsourcing services FrontLogix offers, plus everything you need to know about FrontLogix

What this guide is all about

What does Business Process Outsourcing (BPO) really mean and why do companies outsource their business processes? There is a variety of reasons that justify partnering with a BPO company. You can save time, cut costs, improve efficiency, and focus on your core competencies by outsourcing some non-essential processes to a third party. Here, you can find some good and detailed BPO examples.

Also, outsourcing some of your non-essential work will certainly help you out in the long run. No matter how big or small your goals are.

In this guide you’ll get all key take-aways on many areas of Outsourcing, CX Innovation & Strategy and
Technology services. But most importantly, you’ll get ahead of all the services FrontLogix covers and everything FrontLogix offers for your business.

First and foremost, FrontLogix is a boutique offshore Business Process Operations (BPO) company that specializes in next-generation Customer Experience outsourcing —one in which quality and profit go hand-in-hand. Our main focus is to increase our client’s customer satisfaction, grow their revenue, and reduce their costs all at the same time. This in essence means that FrontLogix:

  • helps businesses to create strategies that drive customer loyalty;
  • helps businesses make the most of their customer data;
  • creates new customer experiences;

We cannot stress this enough, but, by investing in better customer service, you’ll reach new heights by building better relationships with customers. You’ll gain more satisfied customers who stay happy for longer periods of time—all while using less of your time and money!

Customer care outsourcing services

So by now you already know the importance of providing excellent customer service at every turn in the
customer journey. And more often than not companies cannot have a top-level CX team in-house which is exactly why utilizing a third-party provider who will assist your customers around the clock is not a terrible idea. It’s a good one, actually. Customer care outsourcing will let your company make use of multilingual omnichannel support, bilingual agents that will handle all inbound and outbound calls as well as non-verbal client communication plus a super-wide range of other customer services. By outsourcing your customer service you’ll:

  • Easily build customer trust – you’ll lower the wait time, decrease unanswered questions and help your customers in a matter of minutes and not in hours (or god forbid) days
  • Efficiently scale the CX in no time – you’ll don’t need to recruit and hire new people, as you’ll have many agents at your disposal 24/7
  • Build a brand that customers love – your customers will feel heard, appreciated, and most importantly taken care of, so you’ll be able to give them yet another reason to love your brand even more than they did before
  • Save money and time – you’ll be able to enjoy some big-time savings as the BPO partner will handle everything for you. Read more here…
Woman coding software

FrontLogix Outsourcing Services

You might at this point still wonder what is the difference between a Business Process Outsourcing (BPO) and contact centers? You’re not alone. This is one of the most frequently asked questions. And even though these two terms might seem related, they are not interchangeable. There is a thorough and detailed answer to this question here.

FrontLogix’s biggest and most important goal as a BPO provider is to transform customer engagement into customer loyalty and increase the customer lifetime value. We firmly believe that combining data-driven & customer-driven experiences brings the highest value and ROI. There are several ways this can be achieved, and here is how we can help. We’ve listed all of the services FrontLogix offers for small, midsize, or large businesses, accordingly:

a) Client Services

  • General Customer Experience (CX)
  • Sales and lead Generation
  • Billing Support
  • Technical Support
  • Customer Success Management
  • Sales Support

a) Digital Support

  • Email
  • Chat
  • SMS
  • Social Media
  • In-App Messaging

If you are still doubting whether you should outsource your business operations, feel free to read the article about The Pros & Cons of Outsourcing, and Why and when to consider a BPO – we are sure they will be of huge help.

Client Outsourcing Services

Without a doubt, delivering mind-blowing customer experiences is one of the hardest, yet most important parts of every business (apart from the product/service offered). This means it’s not just to sell it, but to take care of the people who actually bought and nourish them through the process. Now, all the latest trends are shifting the companies from profit-centric to customer-centric. But building a customer-centric business model along with a great customer experience requires a company-wide commitment and trustworthy partners. This is exactly what FrontLogix offers.

Amazing Customer Experience (CX)

Providing an amazing Customer Experience is what we do best and what we’re most proud of. We’ll put your brand and your people first and above anything else, because the better experience your customers will have, the more repeat customers, referrals, loyalty, and positive reviews your business will have.
Think of the CX as the holistic perception your customers have of your brand – every interaction they have, from navigating the website to talking to the support agent, will impact their brand perception and ultimately their decision to come back to you or not. FrontLogix is here to make them come back, and bring their friends along. Our custom-tailored support helps you capture more leads and improve conversion rates. Because we genuinely care about your customers’ feedback, having the highest CSAT is the core of everything we do. Thereby while keeping your customers pleased, we aim to keep on reducing your TCO so you’ll be able to meet all your business needs.

Sales and Lead Generation Outsourcing Services

Generating sales leads is one of the key parts of any successful business. Attracting, nurturing, and converting leads into existing customers is one of the biggest challenges companies face. FrontLogix can help you generate more and more quality sales by

  • having remote sales development reps;
  • finding the right contacts to attract;
  • building your email databases;
  • calling and emailing the prospects;
  • and setting up introductions & book qualified sales meetings.

Our professionals will help you nurture and convert leads and they’ll be there for you to help you grow and make sure you always have great and happy customers.

Contact center agent providing support services

Billing Support Outsourcing Services

FrontLogix offers billing services and support for your business. Anything from account information, updating details, bills, payment guidance, postage funding, Purchase Power, and other account management topics – we’re here to help. Effectively and efficiently. Your customers’ queries will be handled by a relevant Support Desk and a FrontLogix representative will immediately get in touch with your customers.

Technical Support Outsourcing Services

It’s common knowledge how important it is to derive maximum value from your Software. Having high-end Tech Support adds value to your business, product, or service. FrontLogix has an exquisite team of highly experienced Tech Support representatives who are ready to help, support, maintain, and enhance your software, product, or platform and obtain the best customer experience – which we already know is crucial for your brand and business. We include remote troubleshooting, installation and usability assistance, process monitoring, and optimization.

Customer Success Management Outsourcing Services

Positive customer relationships and especially positive customer feedback is something every business nowadays depends on. Particularly companies that provide solutions through a SaaS format. The value of customer success in SaaS is essential and absolute! So, as a business owner, it’s up to you to set your business goals and it’s up to us to help you move toward the ever-evolving desired outcome. FrontLogix team’s ultimate goal is to help you be as successful as possible, for as long as possible.

Today, traditional Account Management is already a thing from the past, but Customer Success-driven growth is here to stay. FrontLogix will approach each of the clients individually, by

  • Analyzing and Segmentation;
  • Setting up and managing the expectations;
  • Leveling up the communication; and
  • Measurement of the operations and results

We’ll provide experienced Customer Success Managers (CSM) that will do success metrics tracking by monitoring specific customer KPIs and the likelihood of churn in addition to other indicators such as net promoter score (NPS), customer satisfaction (CSAT), and customer effort score (CES). But most importantly, what we truly care about is not only to maintain your current subscribers but to get even more happy and satisfied ones.

Sales Support Outsourcing Services

Much like any business owner, FrontLogix also loves CLOSING DEALS! FrontLogix will help you find sales opportunities and do all the background work so that your sales reps can focus only on selling and closing deals. Our people start working much before your salespeople even meet your potential customers. With the help of automation and digital tools we gather, analyze and sort all the relevant data for your sales team. And only after closing the deal, FrontLogix’s work really starts! We’ll continue our work with customer outreach and follow-up, making sure we deliver a mind-blowing customer experience!

Agent providing digital support outsourcing services

Digital Support Outsourcing Services

Each and every business and brand are unique, but so are the customers. There isn’t one alike, hence knowing the customers, asking them questions, listening to their responses, and acting on their feedback adds up to an awesome customer experience. To help you achieve all this FrontLogix’s top priorities are:

  • implementing a system for collecting feedback, analyzing it, and acting on it while solving specific problems and answering specific needs;
  • combining customer and data intelligence and providing all technologies and services to deliver consistent and mind-blowing omnichannel customer engagement, analytics, personalization, and overall customer experience.

Our omnichannel presence helps the brands be there for the customers everywhere and anytime. We provide support via Email, Chat, SMS, Social Media & In-App messaging.


When it comes to customer service emails, it’s most important to stand out! FrontLogix emails do exactly that. We sound personal, friendly, and natural —just how we’d talk to the customers if they were standing right there. But, maintaining the quality of each email sent every day is a challenging job do! FrontLogix, driven by customer-centric culture, knows the importance of quality emails, which is why we never compromise. The customers will always get the attention they need and desire.


Without a doubt, chat is the fastest way to support customers, especially now, when they’re always chatting on their devices. This helps solve the problems as they appear, answering literally in seconds. Being so fast and convenient, this really adds up to an amazing customer experience.


Targeting those who don’t use the Live chat, FrontLogix also offers SMS customer service and support – providing all relevant answers and solutions to your customers via SMS text messaging, all text-based and real-time – right into the customer’s native text messaging app.

Social Media

Meeting the customers right where they are is another very important part of the customer-centric culture. And most of them are on Social Media. No matter the channel, FrontLogix offers responses through social channels, quickly and conveniently. Because solving an issue right away is the most important part of awesome customer support.

In-App Messaging

No matter if the customers need onboarding, technical or other help or simply they need to be welcomed or engaged, FrontLogix is here to assist seamlessly. We’ll identify the pain points of the user, assist them moving forward and facilitate various customer support processes and scenarios with our In-app messaging. We support all main massaging platforms like WhatsApp, Facebook messenger, Apple business iMessage, WeChat, LINE, Telegram, Skype, and many more.

Clickable Image from free guide for outsourcing services

In conclusion, if you’re still not sure whether you need to outsource some services, read more about The Pros & Cons of Outsourcing, Why and when to consider a BPO, and Finding and choosing the right BPO partner.