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Do you want to learn how your brand is perceived by your customers, and how satisfied they are with your service? Retently offers a variety of ways to measure your Customer Satisfaction score, as well as Customer Experience.
If you’re unsure what type of campaign is best for your company - let us shed some light on this matter.
NPS, CSAT, and CES are the most commonly used customer satisfaction metrics. This is primarily because they are rather straightforward, simple in their implementation, and very easy to be understood by all staff categories as compared to complex indexes. We’ll quickly showcase each metric and how it works, to help consider which is a better option for you.
(NPS) Net Promoter Score
The NPS is commonly referred to as a loyalty metric, that helps you find out how satisfied customers are with your brand as a whole. Its main goal is to identify the things or processes that might affect a customer's satisfaction with your business as a whole.
Formula:
NPS = percentage of Promoters - percentage of Detractors
Benefits:
Identify customers at risk of churning.
Identify the most loyal customers and turn them into brand ambassadors.
Generate testimonials and reviews.
Identify idle customers and engage them.
Identify business weaknesses and strengths.
Common use-cases:
Send NPS surveys regularly to measure how your customers' overall experience with your business changes over time.
Send event-based surveys to measure how your customers' satisfaction with your business changes after a particular interaction.
Supported survey channels:
Email
Link
In-app
Intercom
(CSAT) Customer Satisfaction Score
CSAT is a more granular metric as it measures how satisfied are your customers with a particular service, product, feature, or interaction with your brand. For instance, if you're looking to improve a specific process (e.g., the onboarding, or customer support) or feature, then CSAT surveys will help you uncover what people like to dislike about them.
Formula:
CSAT = Number of satisfied customers / Number of survey responses x 100
Benefits:
Identify weaknesses and strengths in a particular product, process, service, etc.
Common use-cases:
Send CSAT surveys after a support ticket is closed.
Send CSAT surveys after a recent purchase.
Send CSAT surveys after the customer has finished the onboarding.
Send CSAT surveys after the customer has used a particular feature.
Supported survey channels:
Email
Link
In-app
(CES) Customer Effort Score
CES is used to measure customer satisfaction levels by focusing on the efforts customers make to interact with your business’ services and products (solving an issue with customer support, making a purchase, signing up for a trial, etc.).
Formula:
CES = Number of satisfied customers / Number of survey responses x 100
Benefits:
Identify blockers in your customers' interaction with your business.
Common use cases:
Send a CES survey after the customer has finished onboarding.
Send a CES survey after a long-term support ticket was closed.
Send a CES survey after the customer has engaged with a new feature.
Supported survey channels:
Email
Link
In-app
Retently offers you not only regular survey types but also more customer-friendly graphical metrics, such as 5-Star, Emoji, Thumbs score surveys, and Product-Market Fit score.
For respondents, the appearance of these surveys is more inviting and engaging, since they are a better representation of the respondent's emotion towards the inquired topic.
Let’s have a closer look at these types of surveys.
5-STAR Score
The 5-STAR rating scale is one of the most recognizable by survey respondents, and it is widely used to collect reviews on products (digital or physical) and services.
Formula:
5-STAR = Summ of ratings / Number of responses
Benefits:
Collect feedback about a particular product or service.
Common use-cases:
Send a survey to ask customers to rate a product.
Send a survey to ask customers to rate their interaction with a member of your team.
Send a survey to ask customers to rate a new feature that they've gotten access to.
Supported survey channels:
Email
Link
In-app
EMOJI Score
EMOJI surveys are similar to CSAT or even 5-STAR surveys. They're used to measure the happiness (or satisfaction) of a customer with certain elements of your business. The main difference is that EMOJI surveys, as their name suggests, have emoji images as rating options, and the rating scale consists of three options.
Formula:
EMOJI score = Number of satisfied customers / Number of survey responses x 100
Benefits:
Measure your customers' level of happiness towards individual aspects or processes of your business.
Common use cases:
Send a survey after the customer has interacted with your support team, and inquire about how happy they are with the provided support.
Send a survey after delivering a requested feature to a customer and ask how happy are they with the provided solution.
Send an employee survey to inquire about their happiness in working for your company.
Supported survey channels:
Email
Link
THUMBS Score
The THUMBS score is different than other metrics because it's calculated based on only two rating options: positive and negative. There is no middle (neutral) option, which means that your survey respondents have to give a decisive answer, and there is no place for doubts.
Formula:
THUMBS = Number of satisfied customers / Number of survey responses x 100
Benefits:
Achieve a higher response rate by offering your respondents a compelling two-step rating scale.
Collect feedback that you can easily act on since the yes/no survey format leaves no place for guesswork caused by neutral responses.
Common use cases:
Send a survey after a support request has been closed to learn whether the customer's issue has been fixed or not.
Ask customers about simple interactions or processes in your company that usually can be answered with a straightforward yes or no.
Embed the THUMBS survey into an email message (such as a newsletter) or a helpful article to assess the relevance and usefulness of the provided information.
Supported survey channels:
Email
Link
(PMF) Product-Market Fit Score
The PMF survey is arguably the most important item in a product manager's toolkit. It offers a highly accurate way to determine whether your product has achieved Product-Market Fit.
To explain the survey's methodology in a few words, you're asking respondents how would they feel if they would no longer be able to use your product. Those that answer "Very disappointed" are people to whom your product is indispensable, and if their number is higher than that of those that answered otherwise, then you've got Product-Market Fit.
A PMF score of 40% or higher indicates that you've achieved Product-Market Fit in the surveyed audience segment.
Formula:
PMF score = Number of promoters / Number of survey responses x 100
Benefits:
Determine if you have achieved Product-Market Fit and if your product is sustainable.
Common use cases:
Survey a particular segment of your audience that you're interested to learn how indispensable your product is to them.
If you're surveying your whole audience, then once you've collected the results, enrich your respondents' data with information about their industry, business models, job titles, or demographic information, in order to identify a segment where you have or can achieve PMF.
Supported survey channels:
Email
Link