QXscore, the next north star metric for customer experience, brings together task-based success and customer attitudinal data to help companies measure the effectiveness of their experiences

Customer relationships and experiences are multifaceted, and while the Net Promoter Score (NPS) provides valuable insight, it is important to consider a broader range of factors to understand and enhance these interactions, which is why UserTesting, a SaaS leader in experience research and insights, today shared the value of QXscore™, a standardized, objective, and meaningful measure of experience that accounts for both attitudes and behaviors of consumers. Companies have turned to QXscore as a consistent measure of digital performance, and to systematically identify opportunities for improvements across their digital properties. With a single score that can be easily compared across different studies, companies are relying on QXscore to measure the quality of customer experiences.

Twenty-three years after the launch of NPS in a Harvard Business Review article “The One Number You Need to Grow,” NPS has remained a widely utilized metric to measure customer satisfaction. In 2022, NPS was cited more than 150 times in earnings conference calls by 50 S&P 500 companies, according to a Wall Street Journal analysis of transcripts. As businesses have evolved, so too has their need for a deeper understanding of customer experience, which is where QXscore comes into play.

QXscore, which stands for quality of experience, is a standard score for all businesses, built and validated from years of UX measurement experience. Traditional metrics, like NPS, only tell half of the picture–what is happening, but not why it’s happening. QXscore provides one score combining behavioral and attitudinal data, with task-level insights, helping companies understand where to focus and what to prioritize.

Companies are turning to UserTesting’s QXscore and experience measurement expertise for benchmarking and stage gating, which involves evaluating progress at key development stages to ensure quality and alignment with goals, and to measure the effectiveness of their UX investments. Through experience measurement, companies can compare their digital experiences and performance against competitors or track their own progress over time as they iterate and enhance those experiences. Additionally, they can quickly validate whether early design concepts meet required standards before committing significant resources to development.

With QXscore, and an experience measurement program, companies benefit from greater cross-team alignment and collaboration, as it rallies teams—Product Management, Engineering, and UX—around shared goals centered on customer journeys and experiences. With UserTesting’s proprietary scoring methodology, companies can roll out and measure enhancements to user experiences that help deliver key business outcomes such as increased revenue, average order value (AOV), and reduced churn, providing clear metrics that link UX improvements to overall company success.

“Brands are struggling to connect the dots from sentiment to attitude to behavior, further challenging the already herculean task of driving more actionable insights that accelerate decision velocity and drive business success,” said Liz Miller, Vice President and Principal Analyst at Constellation Research. “Digital leaders are looking for a more holistic, focused approach making the UserTesting QXscore a vital enhancement to the intelligence toolkit. By rethinking and redefining how businesses measure customer reaction, satisfaction and experience, this new benchmark stands to address a critical gap in metrics for the business.”

UserTesting’s QXscore represents a significant advancement in how companies understand and improve customer interactions. By connecting customer experience directly to organizational outcomes, QXscore not only complements existing metrics like NPS, but provides a deeper, actionable understanding that drives business growth and innovation.

For more information on QXscore, and to discover how industries have transformed how they design and build products as a result, visit the case studies for financial services and travel and hospitality.

About UserTesting

UserTesting is fundamentally changing the way digital products and experiences are built and delivered by helping organizations get insights from customers–from concept to execution. Built on top of a world-class, on-demand sourcing engine, customers can receive fast, high quality, opt-in feedback from both our proprietary and partner-sourced audience networks around the world. UserTesting offers the industry's most comprehensive experience research solution. Unlike approaches that track user behavior or collect customer listening data on live experiences, then try to infer what that data means, UserTesting enables companies to get input directly from customers–earlier in the process–helping to reduce guesswork, and bringing experience data to life with human insight. The company, formed through the combination of UserTesting & UserZoom, has more than 3,000 customers worldwide, including 75 of the Fortune 100 companies. To learn more, visit www.usertesting.com.

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