How loyal are your customers? How easy—or difficult—is it for them to meet their goals with your product or service? What was their most recent interaction with you like?
Understanding how customers feel about you from a variety of different perspectives is the only way to deliver the best possible experience to every user.
Here are 3 separate metrics you can use to get different perspectives on your customer experience:
The NPS is the world’s leading metric for measuring customer loyalty.
It comes from the question, “How likely would you be to recommend our company to a friend or colleague?”, where the answer choices fall under a scale from 0 (lowest) to 10 (highest).
Based on the responses that come back, respondents are segmented into the following groups:
Once all your responses from the NPS question come back and you’ve categorized each respondent as a Promoter, Passive, or Detractor, you can use the following formula to get your score
NPS = % of Promoters — % of Detractors
Note: To calculate the percentage of Promoters, find the total number of Promoters, divide it by the total number of respondents, and then multiply the result by 100. You’d apply the same logic to calculate the percentage of Detractors.
The result is an overall score that ranges from -100 (lowest) to +100 (highest).
Try to measure the NPS regularly. We recommend measuring the NPS on a quarterly basis. Doing so allows you to track overall progress over time, and understand how specific individuals feel over the course of their time with you.
Pro tip: If you have a large customer base, ask the NPS question to a rotating group of customers frequently (e.g. monthly cadence). This way, you can still survey each customer quarterly but receive a more frequent stream of feedback.
To help you decide whether the NPS is for you, consider its pros and cons.
Unlike the NPS, the customer effort score asks for feedback on a single customer experience. More specifically, it focuses on understanding how easy or difficult it was to solve an issue with your team.
To measure it, simply ask, “[Your company] made it easy for me to handle my issue.” where you can include 5 answer choices that range from “Strongly agree” to “Strongly disagree.”
To calculate the score, you’d first assign a numeric value to each choice. “Strongly agree” would receive a 1 rating, “Agree” would get a 2— all the way up to “Strongly disagree,” which would receive a 5. Then, you’d calculate your average score, where a lower average rating means—all else equal—an easier customer experience.
You can measure your customer effort score after an interaction with a support rep, or following a purchase.
Note: You can automatically survey customers after their conversations with support by integrating SurveyMonkey with your customer relationship management (CRM) tool. And you can embed your survey onto the purchase confirmation page to collect feedback on the ease of buying your product/service!
Before you decide whether or not to measure your CES, consider its strengths and weaknesses:
The CSAT question asks, ““How would you rate your experience with our (fill in the blank)?” with answer choices that range from very satisfied to very dissatisfied.
To get your CSAT score, take the number of respondents who are satisfied (they either selected the answer choices “satisfied” or “very satisfied”) and divide it by the total number of respondents. Then, multiply the result by 100 so it’s converted into a percentage.
Note: A higher percentage means a higher level of satisfaction.
Like the customer effort score, you can measure the CSAT score after a customer receives support from your team. Also, it can be effective to measure it at regular, time-based intervals. That way, you can easily track how you’re performing over time in a particular area.
Here are the top reasons to use—and avoid—the CSAT score:
By using any of these 3 metrics for measuring customer experience, you’ll have a more comprehensive understanding of your clients. You can use this improved understanding to take measures that’ll make your clients happy and your bottom line even happier.