Types of Customer Satisfaction
CSAT, NPS, CES and Other VoC Metrics Compared
CSAT | Customer Satisfaction Score
This widely used ‘traditional’ method for gathering customer feedback is focused on an average customer rating, usually from 1-5, where the scale is from very dissatisfied (1) to very satisfied (5). It is very easy to monitor, benchmark and compare an average score over a period and across channel.
NPS | Net Promoter Score
NPS calculates the percentage of customers who are promoters, passives or detractors. Where CSAT is considered a good gauge of short-term satisfaction, NPS focuses on measuring longer-term happiness and customer loyalty. NPS is claimed to be a better predictor of customer behaviour, and is strongly linked with company growth.
CES | Customer Effort Score
This question is all about understanding how much effort a customer has to ‘put forth’ to resolve an issue. Our example question is flipped to ‘ease’ so it can work on the same 1-5 scale, from negative to positive. Research by the CEB shows that service organisations create loyalty by reducing customer effort.
Tracking Agent Performance
Agent performance only comes to life once you are able to track surveys, across voice, email, chat and social media channels, by individual agent. You can then create a live agent league table to engage and motivate your customer service team. Reports can help reward top performers, while highlighting any potential training requirements.
Free Text Comments
Harnessing verbatim comments is vital to any VoC programme. Structured questions and answers are important for benchmarking performance. But, capturing free text comments often highlights issues you may not have foreseen. Best practice is now to stream these comments live and populate a word cloud to help identify issues quickly.
Capturing Social VoC
We now work in an age where our customers have an open forum to rant and rave about our brand in the public domain, across channels like Twitter and Facebook. We must monitor these comments in real time to protect brand reputation, proactively responding to our customers and resolving their issues as quickly as possible.