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Infographic: Understanding Customer Metrics

Updated: Jan 24

What's a CSAT? When does it make sense to use NPS, and when do you use CES to gauge your customer satisfaction?

In the world of marketing and customer experience, it's crucial to measure and understand customer satisfaction. To do so, we rely on various metrics, with Customer Satisfaction (CSAT), Net Promoter Score (NPS), and Customer Effort Score (CES) being among the most popular. Each of these metrics offers unique insights, advantages, and disadvantages. Let's explore the differences between them and when to use or avoid each one.

When to use CSAT: Use CSAT when you want to measure satisfaction after a specific touchpoint or interaction. For example, after a live chat session, to gauge customer satisfaction with the support provided.

When not to use CSAT: Avoid using CSAT as the sole metric for overall customer loyalty or long-term relationship health, as it lacks depth.

When to use NPS: Use NPS when you want to understand your customers' loyalty and potential for word-of-mouth marketing. For example, after a purchase, to gauge whether customers would recommend your product to others.

When not to use NPS: Avoid relying solely on NPS when you need detailed, actionable insights into specific issues or when measuring satisfaction with a particular interaction.

When to use CES: Use CES when you want to understand how easy it is for customers to achieve their goals when interacting with your company. For example, after a self-service support interaction, to measure how effortless it was for the customer to find a solution.

When not to use CES: Avoid CES when you need a comprehensive view of overall customer satisfaction or when seeking insights into loyalty and advocacy.

Each of these metrics serves a unique purpose and offers valuable insights into different aspects of the customer experience. The choice of which to use depends on your specific goals, the type of feedback you need, and the context in which you are collecting data. Combining these metrics can provide a more holistic understanding of your customers' experiences and help you make data-driven decisions to improve your products and services.

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