Measuring Customer Experience with Online Surveys

Measuring Customer Experience with Online Surveys

A colleague asked me the other day, “What are the best ways to measure customer experience?” I would like to briefly offer my insight on this topic.

For me, Survey metrics are a great way to analyze data that is collected from a Canadian Hosted Questionnaire or Survey. Without some level of specialized metric, the effort to build an online survey and the proceeding data would seem meaningless.

Here are some examples of Customer Experience metrics:

Customer Satisfaction Score (CSAT)

• The customer satisfaction scores main purpose is to analyze a customer’s perception of the purchase or level of service they received from your business. Typically, a researcher would use an Ordinal Scale and a Likert Scale type question.

Net Promoter Score (NPS)

• The net promoter score is one of the more popular customer feedback measurements. Typically, a business is aiming to measure customer experience and potential growth. You are mainly asking the question of “How likely are you to recommend XYZ Company to a colleague or friend”. Then calculating whether the data represents detractors, passives or promoters.

Customer Effort Score (CES)

• The customer effort scores main purpose is to measure a customer’s loyalty to your business. Typically, the best way to do this is to measure the customer experience prior to the purchase, during the usage of the product or service and after the purchase.