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The most important customer experience metrics (that you’re not tracking yet)

Marketing professionals go to great lengths to understand customers. Detailed personas are written to identify the motivations, interests, and buying patterns of prospects and customers. But all too often, these personas—and their resulting customer journeys—are informed by data points important to the organization, not the customer. You cannot claim to be customer-centric, customer-first, or customer-obsessed…

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Marketing professionals go to great lengths to understand customers. Detailed personas are written to identify the motivations, interests, and buying patterns of prospects and customers. But all too often, these personas—and their resulting customer journeys—are informed by data points important to the organization, not the customer. You cannot claim to be customer-centric, customer-first, or customer-obsessed if all the data you track is company-centric.

You may be thinking your organization is ahead of the customer journey curve here. After all, you’re already tracking customer-centric metrics such as net promoter score, customer satisfaction score, and customer effort score. But take a second look. These key performance indicators (KPIs) still ultimately measure benchmarks important to the organization, not the customer.

Go beyond KPIs with customer performance indicators

Nobody is arguing that an organization shouldn’t have a robust set of KPIs focused on measuring the fulfillment of important company objectives. But your toolbox of performance indicators doesn’t have to end there—and neither do the possibilities for the customer journey. Rather, take things to a whole new level by also measuring the fulfillment of customers’ objectives and optimizing the journey with the help of Microsoft Dynamics 365 Marketing.

Customer performance indicators (CPIs) quantify and measure outcomes that are desired by customers. These outcomes could include time savings, cost savings, convenience, flexibility, a sense of security, or any number of other outcomes customers deem valuable in the context of your product or service. There’s no cookie-cutter set of CPIs; they will vary widely across industries, organizations, products, and regions.

Consider the scenario of a retailer whose shoppers especially value speed. Acknowledging their shoppers’ priorities along with the need to balance services with expectations, the retailer tracks customers’ wait-time for curbside pick-up. They discover that wait times occasionally go beyond customer expectations. In response, the retailer implements a new feature that sends a flash promotional offer to high-value customers, when they are on their way during busy periods, for a complimentary drink redeemable from the in-store bar when they switch to in-store pickup. It’s a personalized gesture that acknowledges the retailer fell short of expectations but is trying to do its best to make it up to the customer. By optimizing the metrics that reflect what is important to the customer, the retailer can positively impact a whole host of KPIs, from customer satisfaction and customer loyalty to sales revenue—and more.

Where KPIs end and customer performance indicators begin

There is a strong correlation between CPIs and KPIs. As illustrated by our retailer example, meeting the objective of a CPI is likely to boost associated KPIs. In fact, CPIs have been identified as powerful predictors of growth. Similarly, declining CPIs are likely to drag down associated KPIs.

CPIs also uncover insights about KPIs. Take customer satisfaction as an example. A high customer satisfaction score (a common KPI) indicates that an organization is doing something well. And while that’s critical information, this KPI on its own may not be able to provide visibility into what that something is. Or whether that something is even important to the customer. But a set of CPIs designed to measure desired customer outcomes such as personalized touches or chat availability can identify where the strongest correlations lie between what is important to the customer and what is important to the company.

CPIs and KPIs have a lot in common. They both measure performance, they both demonstrate progress toward an intended result, and they both impact the bottom line. For this reason, they can be difficult to distinguish from one another.

In the following table, we identify a few common KPIs. Alongside each KPI, we list one or more CPIs that could be used to enhance the understanding or performance of the associated KPI.

KPI CPI How CPI supports KPI
Customer lifetime value Value customer receives Customer lifetime value can be increased if there’s focus on ensuring there is a minimum, measurable value provided to the customer as well. For example, a loyalty card program could strive to save customers at least $100 a year.
Customer satisfaction score

In-person customer touches

Online chat availability

Do your customers value personalized, dedicated attention or the ability to quickly query representatives via informal chat applications? Understand the type of service interactions the customer values and implement CPIs to ensure you’re meeting expectations.
Product return rate

Ease of product return

Expense of product return

Is product return rate low because the product is superior or because the return process is unwieldy or expensive? By additionally tracking and optimizing the return experience of customers, you’ll have greater insight into the reasons behind your product return rate.
Quote to close ratio Quote turnaround time There are many factors influencing quote to close ratio. Find out what your customers value—whether it be fast quote turnaround, flexible pricing plans, or something else—and start measuring it.

 

Find your customer performance indicators

What outcomes do your customers value? When you have the answer to that question, you can focus on delivering those outcomes. Every CPI identified, quantified, and measured brings new discoveries, new opportunities, and new levers to pull. Every CPI optimized is one more personalization you can bring to the customer journey, from brand voice and quote delivery to product bundling and customer service availability.

In short, it’s not enough to measure what’s important to your organization—not if you want to optimize the customer journey and exceed customer expectations. You must also measure what’s important to your customers.

Learn how Dynamics 365 Marketing helps your organization optimize the CPIs that lead to elevated experiences.

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Facebook: Community Standards Enforcement Report Assessment Results

In August of 2020, we committed to undertaking and releasing an independent, third-party assessment of our Community Standards Enforcement Report. Today, we’re delivering on that commitment and publishing EY’s independent findings. We selected EY based on their expertise, experience and ability to work with large, novel data sets. To ensure the metrics were measured and…

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In August of 2020, we committed to undertaking and releasing an independent, third-party assessment of our Community Standards Enforcement Report. Today, we’re delivering on that commitment and publishing EY’s independent findings.

Graphic that reads: EY's assessment concluded with the opinion that the calculation of the metrics reported within Facebook and Instagram Community Standards Enforcement Report for the period October 1, 2021 through December 31, 2021 have been prepared based on the specific criteria and are fairly stated, in all material respects.

We selected EY based on their expertise, experience and ability to work with large, novel data sets. To ensure the metrics were measured and reported correctly, we underwent in-depth preparation to give EY an understanding of our processes, systems and controls. We also provided them with data and evidence requested to conduct their assessment. 

The globally adopted Committee of Sponsoring Organizations of the Treadway Commission (COSO) framework was selected as the criteria against which the assessment would evaluate Meta’s internal controls. This rigorous and widely used internal control framework was used to verify the accuracy of the metrics and validate the design and operating effectiveness of the controls. It’s the same framework we use to assess our internal controls over financial reporting and the financial statements that are included in our Annual Report filed with the Securities and Exchange Commission (SEC).

As part of the assessment, Meta provided EY with full access to the necessary data, documentation and evidence requests. We also gave access to dozens of employees across data science, data engineering, software engineers, product and program managers and Internal Audit teams working on the Community Standards Enforcement Report. The examination was conducted in accordance with the attestation standards as established by the American Institute of Certified Public Accountants and consisted primarily of 1) applying inspection, recalculation and analytical procedures 2) making inquiries of persons responsible for the subject matter and 3) obtaining an understanding of the measurement systems and processes used to generate, process, aggregate and report the subject matter.

EY evaluated the metrics and reporting methods for the Community Standards Enforcement Report covering the fourth quarter of 2021. As part of their assessment, EY focused on the following areas: Governance, Data Collection, Data Processing, Data Aggregation, Data Disclosures and Reporting and Information Technology General Controls. Learn more about the scope of the assessment

Infographic showing the scope of EY's assessment

This assessment builds on our previous work in 2018 with international experts in measurement, statistics, law, economics and governance, who provided an independent, public assessment of the metrics we share in the enforcement report. Since then, we have continued to seek out feedback from external stakeholders and experts, including from the Oversight Board, and are working to expand our transparency reports. As we shared today, we are also committing to measuring and reporting metrics around accuracy of our enforcement decisions.

Timeline of EY assessment

While this assessment looked at the accuracy of the metrics we report, we believe independent, third-party assessments of our integrity systems and processes are also an important part of delivering accountability. We look forward to continuing to build on this commitment and expanding our transparency and accountability efforts, working with industry partners, issue experts and policymakers across the world.

As we said at the beginning of this process, no company should grade its own homework, and the credibility of our systems should be earned, not assumed. Accurate and meaningful transparency is critical to holding platforms accountable. This assessment is a step in that direction.

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Facebook: Widely Viewed Content Report, First Quarter 2022

Today, we’re publishing the Widely Viewed Content Report (WVCR) for the first quarter of 2022. This report highlights the most-viewed organic content in Feed in the US, including domains, links, Pages and posts. It includes content recommended by Facebook and excludes advertising content. See the full report and Companion Guide for more information.  Updates and…

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Today, we’re publishing the Widely Viewed Content Report (WVCR) for the first quarter of 2022. This report highlights the most-viewed organic content in Feed in the US, including domains, links, Pages and posts. It includes content recommended by Facebook and excludes advertising content. See the full report and Companion Guide for more information. 

Updates and Enforcements

Based on feedback from several academic and civil society organizations, we are improving our link and domain data methodologies. Previously, we counted a link view as any time a post or video containing a link was viewed, even if the link was not front and center. However, the feedback from these organizations was that our data would be more meaningful if we only counted link or domain views that rendered a preview. Moving forward, links will need to render a preview in order to be counted as a view, as that more accurately represents what people are seeing. As part of the transition, the Q1 2022 report includes top viewed links using both our old and new methodologies. Starting next quarter, the WVCR will use only the new methodology.

In this report, there were pieces of content that have since been removed from Facebook for violating our policies of Inauthentic Behavior. The removed links were all from the same domain, and links to that domain are no longer allowed on Facebook. During the last reporting cycle, we took seriously the feedback criticizing our approach to disclosing additional details about the content removed from Facebook that appears in this report. We have updated our removal disclosure framework in the report and Companion Guide. We will aim to disclose as much information as possible about removed content, including Inauthentic Behavior, that appears in the report moving forward. However, in instances where disclosing specific details on removed content would cause harm to our community, we will err on the side of keeping the community safe. 

Some lower-quality posts ended up amongst our most viewed last quarter, although it is important to note that the top 20 links in this report represent only 0.03% of all Feed content views in the US during the quarter. The fourth URL in the report linked to a YouTube video of a panel discussion held by a U.S. Senator that was rated False by one of our fact-checking partners. When that happened, we took a number of steps to limit the reach of this link, including adding a warning screen that shared more information about the claim, showing a notification warning to someone when they try to share the link and reducing the distribution of the link in Feed. Our strategy mirrors the recommendations of experts and academics in this field: deeper investments in outreach by trusted organizations online, as well as fact-checking as a primary approach to misinformation, since removing certain false claims about COVID-19 can exacerbate feelings of distrust with authorities and further marginalize populations. And without these features, this link would likely have reached more people, and those who viewed it would not have seen additional information and context from the false fact check. 

Insights from the WVCR help inform how we update our existing policies and products, and develop new ones, to address harmful or otherwise objectionable content. For example, we’ve been testing new ways to reduce clickbait, engagement bait and spam. While we’re seeing improvements from these tests, we will need to continually evaluate and refine our approach before seeing consistent results. We’ll continue to test alternative solutions to reduce engagement bait, misinformation and content from Pages that repeatedly violate our Community Standards.

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Facebook: Transparency Report, Second Half 2021

Today, we are releasing our latest Transparency Report for the second half of 2021.  As always, we strive to be open about the ways we protect users’ privacy, security and access to information online. That’s why we publish biannual transparency reports to provide detail on the numbers and maintain accountability in our work. Over the…

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Today, we are releasing our latest Transparency Report for the second half of 2021. 

As always, we strive to be open about the ways we protect users’ privacy, security and access to information online. That’s why we publish biannual transparency reports to provide detail on the numbers and maintain accountability in our work. Over the years, we’ve expanded our report to include the volume of content restrictions based on local law, the number of global internet disruptions that limit access to our products and, most recently, our proactive efforts to protect intellectual property. Additionally, our Transparency Report includes the Community Standards Enforcement Report for Q1 of 2022, which provides data on how we take action against violating content across our platforms. 

Government Requests for User Data

During the last six months of 2021, global government requests for user data increased 2% from 211,055 to 214,777. Of the total volume, the US continues to submit the largest number of requests, followed by India, Germany, France, Brazil and the UK.

In the US, we received 59,996 requests, which was 6% less than the total we received in the first half of 2021. Non-disclosure orders prohibiting Meta from notifying the user remained consistent at 70% in the first and second halves of 2021. In addition, as a result of transparency updates introduced in the 2016 USA Freedom Act, the US government lifted the non-disclosure orders on 12 National Security Letters we received between 2017 and 2021. These requests, along with the US government’s authorization letters, are available below.

As we have said in prior reports, we always scrutinize every government request we receive to make sure it is legally valid, no matter which government makes the request.  We comply with government requests for user information only where we have a good-faith belief that the law requires us to do so. In addition, we assess whether a request is consistent with internationally recognized standards on human rights, including due process, privacy, free expression and the rule of law. When we do comply, we only produce information that is narrowly tailored to that request. If we determine that a request appears to be deficient or overly broad, we push back and will fight in court, if necessary. We do not provide governments with “back doors” to people’s information. For more information about how we review and respond to government requests for user data and the safeguards we apply, please refer to our FAQs.

Content Restrictions

When content is reported as violating local law, but doesn’t go against our Community Standards, we may limit access to that content in the country where the local violation is alleged. During this reporting period, the volume of content restrictions based on local law increased globally 8% from 47,365 in H1 2021 to 50,959 in H2 2021.

Internet Disruptions

We oppose shutdowns, throttling and other disruptions of internet connectivity and we remain concerned by the trend towards this approach in some countries. Even temporary disruptions of internet services can undermine human rights and economic activity. That’s why we report the number of deliberate internet disruptions caused by governments around the world that impact the availability of our products. In the second half of 2021, we identified 38 disruptions of Facebook services in 12 countries, compared to 62 disruptions in 17 countries in the first half of 2021.

Intellectual Property

Finally, we report on the volume and nature of copyright, trademark and counterfeit reports we receive each half as well as our proactive actions against potential piracy and counterfeits. In connection with our previously reported data for H1 2021, we discovered we were not accounting for some proactive copyright removals due to an error in the way our technology counted these violations, specific to Rights Manager. This resulted in an undercounting of the number of proactive copyright removals for that reporting period. We have reviewed and resolved this issue and have adjusted the numbers to reflect those removals. Specifically, ​​we proactively removed 16.7 million pieces of content for copyright reasons in H1 2021 (previously reported as 9 million).

During this reporting period for H2 2021, we took down 4,384,719 pieces of content based on 1,217,892 copyright reports; 709,642 pieces of content based on 332,340 trademark reports and 2,121,209  pieces of content based on 97,569 counterfeit reports. We also proactively removed 30,245,249 pieces of content for copyright reasons and 223,770,855 pieces of content for counterfeit reasons. 

Publishing this report furthers our deep commitment to transparency. You can see the full report for more information.

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