You’re a customer experience professional. How do you know which metrics matter most?

NPS measures long-term customer loyalty, while CSAT evaluates immediate experiences, making it vital for specific transaction feedback. Favoring a 5-point scale avoids complexity and aligns with our tendency to rate experiences broadly, reducing survey fatigue. The true value of CSAT, however, lies in the follow-up questions that delve into the reasons behind scores, making it actionable. This approach not only collects feedback but uses it to pinpoint and address the Experience Gap, enhancing customer satisfaction. It's about turning feedback into actionable insights to foster improvements and promote best practices, ensuring a direct impact on customer experience and satisfaction.

CSAT measures customer satisfaction and experience based on the transaction between Agent and customer and it truly matter most as it helps organization growth

O CSAT não é tudo, mas diz muito. É muito mais que uma métrica se você conseguir cruzar os dados com informações de cliente ou do momento exato da avaliação. Por exemplo, cruze os motivos de contato por CSAT e você terá um raio-x de seus processos de atendimento. O bom do uso do CSAT é que, por ser amplamente difundido e pela sua praticidade, pode ser usado em vários momentos de interação do cliente com a marca, seja em uma pesquisa de como foi a experiência de compra online, na experiência de entrega, após um exame ou um almoço. Enfim, é bem universal e pode ser um ótimo instrumento para avaliar micro-processos ou de fornecedores.

CSAT is indeed a valuable metric for measuring customer satisfaction with specific interactions or experiences. It provides a straightforward way to gauge customer sentiment and identify areas for improvement in your products or services. However, as you mentioned, CSAT is limited in its ability to measure customer loyalty or retention, as it focuses more on immediate satisfaction. To get a more holistic view of customer relationships, it's often beneficial to supplement CSAT with metrics like Net Promoter Score (NPS) or Customer Lifetime Value (CLV).

I feel, to determine which metrics matter most in customer experience, start by clarifying your goals. Understand what you want to achieve with your customer experience efforts, whether it's increasing customer satisfaction, retention, or another objective. This clarity helps focus your efforts and allows you to tailor your strategies accordingly.

NPS: A mirror reflecting your brand's magnetic pull. This metric isn't just numbers; it's the pulse of your customer's advocacy spirit. By asking one simple question, you segment voices into promoters, passives, and detractors, then distill their collective resonance into a single score. It's your beacon in the competitive storm, yet it whispers a reminder: To transform scores into stories, you must seek the narratives behind the numbers.

NPS should be used judiciously, viewed as a useful metric rather than a cure-all. It excels in assessing customer loyalty to a brand, yet it's vital to consider cultural biases—Americans often score higher than Europeans, for instance. Thus, comparing your NPS with industry peers is crucial to understand its relative value. For example, in a sector where the average NPS is -20, achieving an NPS of 10 is noteworthy. Equally important is evaluating the cost-effectiveness of shifting someone from a detractor to passive, or from passive to promoter. It begs the question: is it more beneficial to improve detractors to passives, or focus on elevating passives to promoters?

NPS's simplicity provides a quick snapshot of customer sentiment, aiding in strategic decision-making. Its straightforward scale and categorization offer a user-friendly approach to understanding customer loyalty. NPS might oversimplify complex customer experiences, lacking nuance. Relying solely on a single metric may overlook specific issues or fail to capture the depth of customer satisfaction. In a tech company, implementing NPS revealed a high score but deeper analysis uncovered recurring technical glitches. Addressing these issues improved overall customer satisfaction, emphasizing the importance of combining NPS with detailed feedback for a comprehensive view.

Effectively utilizing Customer Effort Score (CES) involves integrating it with other metrics such as Customer Satisfaction Score (CSAT) and Net Promoter Score (NPS) to gain a comprehensive understanding of the customer experience. This combined approach provides actionable insights by pinpointing areas of customer struggle, enabling the development of targeted strategies for improvement. Regularly tracking CES scores over time allows for the evaluation of progress and the effectiveness of CX initiatives. CES serves as a valuable tool for CX professionals when used alongside other metrics, offering a deeper comprehension of customer experience and facilitating informed decision-making for enhancement.

You've captured the essence of Customer Effort Score (CES) quite well. CES is indeed a valuable metric for gauging how easy or difficult it is for customers to interact with your business. By measuring the level of effort required for customers to achieve their goals, whether it's solving a problem or completing a task, businesses can identify pain points and streamline processes to improve the overall customer experience.CES should be used in conjunction with other metrics like Net Promoter Score (NPS) or brand perception surveys to gain a more comprehensive understanding of customer sentiment and brand perception. This holistic approach ensures that businesses address both functional and emotional aspects of the customer experience.

CLV is a very important metric as it clearly indicates how you treat your customer. Nowadays, customers need their provider or partner as I prefer to call to be always supporting, always keen to keep their relationship healthy and experience is smooth. Since it's not a luxury anymore, you have to always be aware of what you are offering to your customers in terms of quality, prices and even loyalty as it's all about CX.

CLV is the metric to assist in building business cases for your senior leadership team. It is customer lifetime value that will enable you to identify churn risks and apply a value which in turn can be used to identify ROI for customer retention measures.

Determining which metrics matter most depends on your specific goals and context. Generally, it's essential to consider metrics that align with your objectives, such as revenue, customer satisfaction, retention rates, or efficiency indicators like cost per acquisition or operational costs.

This metric doesn't make sense because it combines transactional metrics (CSAT, CES) with relational metrics (NPS, CLV). This mixture can create more blind spots than provide a strong indicator to measure the evolution and success of customer experience strategies. One metric can compensate for the other, making it take longer to understand and react in case of any issue.

CEI is a comprehensive metric to measure your customers' overall perception of their experience with you. You can create your own CEI by combining different metrics, such as CSAT, NPS, CES, CLV, and others, and weighting them according to your business goals and customer expectations. CEI is a good metric to measure your customer experience performance, alignment, and impact, and to communicate your value proposition, differentiate your brand, and drive your growth. However, CEI alone doesn't tell you how to act on the insights or feedback you get from your customers.

I'm skeptical about relying solely on composite indexes, as they can mask underlying issues. A consistent CEI might reflect contrasting NPS and CSAT scores, and weighting adjustments don't fully address this discrepancy. For instance, prioritizing NPS to emphasize long-term loyalty could falsely inflate your CEI, masking a gradual decline in CSAT and potential customer dissatisfaction leading to disloyalty or churn. While a global indicator is useful, it's crucial to monitor all metrics closely. A drop in any metric, like CES or CSAT, signals transactional problems that require immediate attention to prevent escalation, ensuring a balanced focus on both relationship and transactional aspects of customer experience.

Definitely a single metric isn't going to provide a comprehensive view of the CX. Different metrics provide insights into distinct aspects of the customer journey. Hence its advisable to be looking at this holistically through multiple perspectives and drive continuous improvement, meet customer expectations across various touchpoints.

If you start by mapping out your customer experience and identifying the key moments of truth for your customers (those interactions which cause satisfaction, advocacy or churn), you can infuse leading-indicator metrics into your processes. Doing this allows you to find pain points and fix them or find moments of delight and amplify them. It also allows you to see which levers you can pull to influence your higher level metrics like CSAT, NPS, etc on a very tactical level.

Depende muito qual o propósito e o momento da jornada que as métricas são aplicadas. Sou sempre a favor de combinar o olhar de métricas de CX (CES, CSAT, NPS), com métricas operacionais de atendimento, métricas de engajamento e métricas de retenção e ativação, para ter um olhar holístico da experiência do cliente e buscar, por meio desse olhar, fatores que impactam diretamente o cliente e que podem criar uma percepção de marca diferente da desejada.

One customer metric alone is unlikely to tell you very much. Focusing only on quantitative data will not help you to truly understand your customers sentiments towards your business. It is essential to include qualitative data to form a more complete picture of CX and inform your business more clearly on areas they could improve.

Current trends are reshaping Feedback landscape: Firstly, unstructured feedback is on the rise, with Gartner estimating it represents 80-90% of all new enterprise data. Secondly, digital interaction preferences are shifting, as newer generations favor voice messages or videos over traditional surveys. Lastly, the advent of Generative AI is transforming data analysis, enabling real-time assessment of sentiment, and topics. While traditional surveys might not vanish immediately, conversational surveys powered by AI will become more prevalent, tailoring questions dynamically based on previous answers. In this evolving scenario, qualitative feedback is poised to become the predominant source of insights, complementing quantitative KPIs.