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Learn About Your Customers Using these 5 Customer Satisfaction Metrics
4 min read

Learn About Your Customers Using these 5 Customer Satisfaction Metrics

If you can’t measure it, you can’t manage it. Here are 5 Customer satisfaction metrics you should apply to your strategy to deliver the best results for your customer service.


If you can’t measure it, you can’t manage it.

Here are 5 Customer satisfaction metrics you should apply to your strategy to deliver the best results for your customer service.

1. Customer Satisfaction Score (CSAT)

CSAT shows exactly what the name suggests – how your customers are satisfied with your level of service. As one of the most important customer satisfaction metrics, it can be measured by displaying a chat rating form after each interaction between the customer and the service. For example, you can enable a satisfaction form in your live chat where you ask customers to rate their experience.

Your company can measure CSAT on an ongoing basis and observe what trends and patterns appear. Over time, you will see where improvements are in order as you gather data.

The great thing about CSAT is that you can measure it on a regular basis without preparing and launching a special survey, however, CSAT does not give you a complete picture, it only shows how happy the customer is with the particular interaction. This is still very valuable knowledge that can help you with your strategic planning.

2. Net Promoter Score (NPS)

NPS reflects how likely customers are to recommend your company to others and is measured through a customer satisfaction survey that asks your customers how likely they are to recommend your company to others. Usually, this scale ranges from 0 - 10 where 0 is not likely and 10 is very likely.

The Net Promoter Score is also one of the most beneficial customer satisfaction metrics because it reminds customers to promote your brand to other people they know, if they haven’t done that already.

Short surveys will never be fully comprehensive, but just like with any other metric, it’s important to understand why the customer voted the way they did.


3. Customer Effort Score (CES)

The CES determines how easy it is for a customer to use a product or service and to measure it, you need to ask a question. Example: “How easy was it to … ?”. Let customers rate their experience on a scale from very easy to very difficult. You can even use emojis as ratings.

When the number is low, it means that your Customers are having a difficult time with your business. Reducing customer effort makes life easier for customers and improves their impression of the brand and their overall customer experience.

As consumers, we are far more likely to remember a pleasant experience because it went smoothly and no issues arose. The average person is so busy nowadays that making things easier for them is actually replacing the wow factor. Especially online, where customer effort should be kept to a minimum since that customer is probably looking for a quick and easy way to shop — the reason why we love online shopping, after all.

4. Customer Health Score (CHS)

CHS provides an overall summary of a customer's satisfaction with your business. It combines all of your historical data - CES, CSAT & others and displays a color that symbolizes how the customer feels about your company. Green shows they're happy, yellow shows there's room for improvement, and red shows they are unhappy and at risk of leaving.

Your customer-facing employees (Customer Support, Customer Success, etc.) can use this to ensure they are providing the best possible service to customers who have had poor experiences with your company.

Of course, the methodology of calculating and analyzing CHS can be different from business to business, with a different weight assigned to particular metrics. But, as one of the vital customer satisfaction metrics, it is very important not only to define CHS for each customer but also to observe it over time. A healthy customer showing a steady decline in their health score definitely requires close attention.

5. Churn Rate

Churn is a really important customer satisfaction metric and is something every company should measure to predict ups and downs – and try to prevent negative effects. It can also show you the condition of the company and its ability to handle the difficult situation of customers canceling their regular subscriptions.

To give you an example - consider that your company has 1000 customers at the beginning of the month and 800 at the end of the month. The churn rate would be 1000-800/1000, or 20 percent.

Knowing that your business is losing 20 percent of its existing customers every month, you can tell there is something wrong. You can then take steps to improve customer satisfaction and improve customer retention.


Bottom line

By now, you may feel a bit overwhelmed with the number of customer satisfaction metrics and the various methodologies of measuring them. And yes, I can agree, measuring customer satisfaction may be a complex task. However, there is a way of making things easier – use customer communication software that has built-in analytical tools. This way, you will only need to set up your communication platform in accordance with your business goals.

Keeping your clients happy is one of the most crucial factors in maintaining a successful business!