There are a few ways you can measure customer experience through surveys. The first question you need to answer is what metrics you want to use. The most commonly used metrics are:
Net Promoter Score (NPS) ® – Probably the most popular measure of customer affinity towards your company. Created and trademarked by Bain & Company, NPS is a quick survey that typically asks “How likely are you to recommend [company name] to a friend” with a Likert scale question from 0-10
Customer Effort Score (CES) – This metric measures how hard it was for a customer to be able to complete the task that prompted their interaction. This survey question could look like, “How easy was it to deal with our company today?” This survey and measurement system can be useful for post-interaction surveys with customer service or support teams
Customer Satisfaction (CSAT) – This is a commonly used measure for product and services to rate how happy consumers are with what they purchased. The typical survey question to collect this feedback looks like, “How would you rate your overall satisfaction with the [goods/service] you received?” then offers a Likert scale question type between 1-5 with 5 being “highly satisfied” and 1 being “highly unsatisfied”
In this article, we will be focusing on customer satisfaction (CSAT) surveys.
Properly constructed customer satisfaction surveys and questionnaires provide the insights that are the foundation for benchmarking customer happiness. Depending on what customer metrics you intend to use, it will determine what type of survey questions you need to ask your customers. Below are a few best practices:
Do
Ask for overall company rating first– This satisfaction survey question gives you great initial insight and allows you to compare to industry and internal benchmarks over time.
