Net Promoter Score (NPS). NPS measures the likelihood of a customer recommending your product or service to others, such as a family member, friend, or colleague. These types of recommendations are gold.
Here’s an example of an NPS question:
“Based on your experience, on a scale of 0 to 6 (with 6 being the highest score and extremely likely), how likely are you to recommend our service/product/company to a colleague?”
Customer Effort Score (CES). CES is based on how much effort a customer must expend to complete an action, such as making a payment, getting an issue resolved, and so on. The less effort and time required, the better the score. An abandoned shopping basket is an example where the customer decided it was too much effort to complete a purchase. The CES metric tells you if any point along the customer journey needs to be fixed. Here’s an example of a CES question:
“To what extent do you agree with the following: ‘[Company] made the [purchase/return] process easy for me.’ “
Customer Satisfaction Score (CSAT) or Overall Customer Satisfaction (OCS). This metric tells you how satisfied a customer is with their overall experience interacting with your brand. You can frame it in a way to determine if there’s an issue with your website, an app, or customer service process. Companies typically ask these questions at the end of an interaction. Note: A CSAT score lower than 3 indicates an issue that needs to be addressed.
Here’s an example of a CSAT question:
“On a scale of 1 to 5 (5 being extremely satisfied), how satisfied were you with your experience?”
Customer Loyalty Index (CLI). CLI is calculated by taking the average across a number of questions, including an NPS question and two CLI questions (shown below). This metric indicates someone’s loyalty to your brand and tells you how likely they are to become a repeat customer.
Here’s an NPS question you might use:
“How likely are you to recommend?”
Here are two CLI questions you might use:
“How likely are you to buy from us again?”
“How likely are you to try our other products or services?”