There are lots of different metrics that measure aspects of customer experience (CX). But which ones should you be using? And, crucially, what do they tell you? In this Customer Experience Counts article, we look at the most popular methods.
These are all fast, relatively frictionless surveys that pop up after an interaction with your company. They generally ask one or two focused questions that only take a moment of the customer’s time, but can reveal a great deal.
Are you happy?
Customer Satisfaction Score (CSAT) – feedback on your company, product or service
CSAT asks customers to rate their experience on a sliding scale, with 1 being very dissatisfied and 5 being very satisfied. It’s a widely-used metric as satisfaction can be an indicator of how likely customers are to make further purchases in the future. If 70% or more respondents are happy, you’re doing well. If 70% or more are neutral or dissatisfied, there’s work to be done. This is a simple base-line metric, showing you an overall trend and alerting you if scores start to slide so you can take action.
Will you recommend us?
Net Promoter Score (NPS) – testing if people will tell their colleagues
NPS asks one question: On a scale of 0-10, how likely would you be to recommend us to a friend or colleague? People scoring you 9 or 10 are promoters. 7 and 8 are passive. 0-6 are detractors. The metric is calculated by subtracting detractors from promoters. Scores can range from -100 to +100, and vary greatly between sectors, but based on global NPS standards, any score above 0 would be considered “good.” +50 is excellent. Benchmarking yourself against others in your sector can be informative, however simply tracking your NPS to see if it’s improving or declining will give you useful information about your CX performance.
Was it easy?
Customer Effort Score (CES) and NetEasy – lower effort leads to higher loyalty
Ease of doing business is now a key factor in customer loyalty. CES measures this by asking, for example: “How much do you agree with the following statement: The company made it easy for me to handle my issue” with answers on a scale of 1 to 7. According to its creators, CES is “1.8x more predictive of customer loyalty than CSAT measures, plus two times more predictive than NPS”. Another metric for effort is NetEasy. Like CES, it also asks customers ‘How easy did you find it?’ with 1-2 being easy, 3-4 being neutral and 5-7 being difficult, but it also asks why. The insight provided by open or semi-open questions can reveal key areas where you need focus more attention.
According to Gartner, businesses need to understand the four most common categories for CX metrics – satisfaction, loyalty, advocacy and quality. CSAT, NPS and CES/NetEasy certainly cover the first three. There are many services that help you get the right mix of metrics in place and often free trials are available. If you’d like to share your thoughts on measuring CX, please comment or get in touch. firstname.lastname@example.org