A Beginner’s Guide to Customer Satisfaction Metrics
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The document discusses various customer feedback metrics: Customer Satisfaction (CSAT), Net Promoter Score (NPS), and Customer Effort Score (CES). CSAT measures immediate customer experiences after service requests, NPS gauges brand loyalty, and CES evaluates ease of customer interactions. Each metric serves a unique purpose and can be adapted for different audiences, emphasizing the importance of using them strategically for better customer insights.
A Beginner’s Guide to Customer Satisfaction Metrics
- 2. CSAT, a tool for day-to-day communication
- 3. it’s a widely used, reliable metric for understanding recent customer experiences. Customer Satisfaction CSAT =
- 4. After a lifecycle stage is complete After completion of a service request How would you rate the support on this request? When to use CSAT surveys? How am I doing?
- 5. Customer Bias Your own bias Pros Cons Easy to use 👌 short and intuitive rating scale. Adaptable to international audiences 🌎 CSAT questions are easy to translate. CSAT metric is versatile; experiment and discover ways to reach customers. 👥 Customer bias Avoiding getting the service person in trouble Cultural differences Unintentional 👤own bias
- 6. NPS, the best way to measure loyalty
- 7. Net Promoter Score is the metric built on exploring that all-important question: How do your customers think of your brand as a whole?
- 8. Promoters Passives Detractors “How likely is it that you would recommend our company to a friend?” Give a rating of 9 to 10. Your company is a superstar in their eyes. Customers who are either satisfied or dissatisfied. Give a rating of 8 to 7. They are the spreader of negative feedback and give a rating of 6 below.
- 9. To gauge general first impressions Send out quarterly or annual NPS emails After a campaign or a new product/feature release When to use NPS surveys?
- 10. NPS points to people who 😡 might cancel soon It identifies promoters amongst your customers NPS creates predictive data that can help prevent churn and be able to increase retention rate. 🎊 Customer Bias Your own bias Pros Cons A small change in phrasing can influence people to change their rating. NPS data takes longer to turn 🐢 into useful insights You may develop a false sense of security 👎 if you rely on NPS exclusively.
- 11. CES, a way to see yourself from the customer’s eyes
- 13. CES questions ask how easy a task or experience was. This metric uses a 7-point scale.
- 14. When to use CES Why CES matters Used right after an interaction 🤭 or transaction. It can be from a purchase, support request, or a self- service experience. CES places the focus 🔍 on the customer effort Understand why ❓ or why not your customers are happy with your service/ product
- 15. Do you need all three?
- 16. Some successful businesses make do with CSAT alone. Without it, you’re flying blind.
- 17. But in our experience, NPS is just as valuable in the longer term. It helps keep churn down and gives you direction.
- 18. If you keep getting less-than- impressive NPS results, it’s time to take your CES more seriously.
- 19. Thank you!