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Feedback Management

3 Types of Metrics to Measure Customer Feedback

May 25, 2023
According to a study conducted by HelpScout, 80% of the companies claim that they deliver 'superior' customer services whereas only 8% of the customers agree with this statement.

Isn't that ironic? You do everything to satisfy your customers and make every business decision on the assumption that this will maximize Customer Satisfaction but so often what you believe is working, isn't really working for your customers. Do you really know (in measurable quantities) your customers' satisfaction and happiness levels?

When you are running a business, it is obviously extremely important to collect Customer Feedback in order to know how your business is performing and what is the customers' perspective about your brand.

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There are multiple ways to collect Customer Feedback through which you can get real customer insights like iPad Survey Apps, Android Survey Apps, Email Surveys, SMS Surveys, Kiosks and also Online Surveys on your website. But only collecting feedback is not enough to get an exact idea regarding the level of Customer Satisfaction. It is necessary to be able actually quantify the feedback and understand where you stand and how you're improving.

Measuring Customer Feedback & its Importance

Measuring customer feedback is not only limited to collecting data containing the comments given by the customers about a certain product or a brand. Customer feedback is something that should be measured in quantitative terms in order to ascertain as to which level the customer is happy with the services given to him. C

Let's dive into the three different types of Customer Feedback Metrics you can use to truly understand, measure and evaluate over a time period how loyal and satisfied your customers are. 

Types of Metrics to Measure Customer Feedback

For measuring Customer Feedback in quantitative terms, there are mainly three customer metrics which can help you to ascertain the level of customer satisfaction. 

Types of Customer Feedback Metrics

  1. Net Promoter Score (NPS)
  2. Customer Satisfaction Score (CSAT)
  3. Customer Effort Score (CES)

Let us review what they are and how they can help you to measure customer feedback.

1. Net Promoter Score (NPS)

Net Promoter Score is the most popular customer experience metrics used globally, in all industries. Net Promoter Score, also popularly known as the Ultimate Question, is an effective way to measure customer loyalty and their likelihood to recommend your brand, product or service to their friends, family, colleagues and more. 

The Net Promoter Score Survey involve asking the customers to rate your product, services or brand on a scale of 0-10. This can be followed up by an optional comment box to understand the reason for the score, in their own words. About Net Promoter ScoreAfter this, the data generated is collected and grouped on the basis of the ratings. The customer ratings are divided into three categories - Promoters, Passives, and Detractors.


These include the ones who have given a score of 9 or 10. They are likely to spread a good word of mouth and recommend your product to their family and friends also.


Passives are those which give the ratings 7 or 8. They seemingly like your product but will not proactively spread a good word of mouth or suggest your brand to other people.


Detractors are those which gave a rating between 0-6. They are the ones who are not satisfied with your product/service and are likely to spread bad word of mouth and discourage their family and friends from choosing your brand.

Detractors often speak louder than promoters.

By doing an NPS survey, you get to identify your promoters, passives and detractors and can focus your efforts to convert your detractors into promoters as well as getting the most out of your promoters

The Net Promoter Score ranges from -100 to +100. Learn more about how to calculate your Net Promoter Score here

How To Calculate the Net Promoter Score [The NPS Formula]-1

2. Customer Satisfaction Score (CSAT)

Customer Satisfaction or CSAT is a customer feedback metric that measures the happiness of a customer with your services with the help of a customer satisfaction survey.

In this survey, you can ask the customers how satisfied they are with the company or brand and what do they feel about your product or brand.

Some instances of Questions asked in CSAT surveys are:

  • For a restaurant - How would you rate your meal today?
  • For a Retail Outlet - How was your shopping experience with us?
  • For a Hospital - How was your recent interaction with the doctor?
  • For Employee Feedback - How was your on-boarding experience?

You can provide multiple options to the customers in the form of

  • Smiley based questions
  • 5 Star Questions
  • Button Rating Questions

You can give them options as: Great, Good, Average, Bad and Pathetic using different smileys, stars and buttons.

3. Customer Effort Score (CES)

Customer Effort Survey is the customer experience metric which is used to measure through a survey, the ease of doing business with you for the customer. This is applicable especially in the cases of customer concerns and issues.

What is Customer Effort Score?

As the name suggests, it ascertains the effort taken by the customer to interact with the company and get a resolution to his issues and concerns from your organization. Customers rate their experience on a scale of 1 to 7 based on how much effort it required them to make for any issue, transaction or interaction with the company.

For instance, you are running a pizza outlet and a customer raises an issue that the pizzas delivered to him are stale. Then you apologize the customer for this and quickly resolve this issue by replacing those pizzas with hot and freshly prepared pizzas as soon as possible and also give them a complementary dish in order to satisfy the customer. After such an instance, you can survey the customer to know how easy and with how much effort the customer's request was entertained and his issue was resolved by asking the following question.

Customer Effort Score


These are the three main metrics that are used in surveys to measure Customer Feedback in terms of customer loyalty, satisfaction and ease of doing business.

Zonka Feedback enables you to get real customer insights through all these types of surveys and ascertain customer loyalty and identify detractors and promoters through NPS. It helps to find out whether the customers and employees are happy, identify issues and actions that satisfy the customers and identify efficient processes to provide your customers with a smooth and effortless experience.

Nikhil Dawer

Written by Nikhil Dawer

Nov 29, 2019

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