Voice of the Customer Metrics Guide


Confirmit Team

Confirmit Team

Author Bio

Confirmit’s dedicated teams work to deliver world-leading customer experience, Voice of the Employee and Market Research solutions. 


Author Bio

Voice of the Customer Metrics Guide

NPS

DEFINITION

Net Promoter Score® measures satisfaction and customer loyalty by the customer's willingness to refer your business to a friend. It helps segment customers into 3 categories: Promoters, Passives, and Detractors.

SAMPLE QUESTION

How likely are you to recommend our company to a friend or colleague?


OSAT

DEFINITION

Overall satisfaction is a measurement to gauge customers’ overall satisfaction with a company, service, product, or transaction.

SAMPLE QUESTION

Overall, how satisfied are you with our company?

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CSAT

DEFINITION

Customer Satisfaction is a traditional measurement that allows a customer to express their satisfaction/dissatisfaction with a particular product, service, or transaction.

SAMPLE QUESTION

How satisfied were you with your recent call to our customer service department?


CES

DEFINITION

Customer Effort Score measures the effort the customer must put forth to complete a transaction to their satisfaction.

SAMPLE QUESTION

How much effort did you personally have to put forth to resolve your most recent customer service request?


Purchase Propensity

DEFINITION

Purchase Propensity is a measurement that provides the likelihood that a customer will repurchase, expand, or renew with your company for products or services in the future.

SAMPLE QUESTION

How likely are you to purchase our product again in the future?


Choosing the right metrics can be a big challenge. Many questions arise and some people get stuck trying to define details like:

Should the metric question be at the beginning or the end of the survey? What measurement scale should I use?

Unfortunately, these questions can be so overwhelming that some Voice of the Customer (VoC) programs suffer from analysis paralysis and then simply wither and die. To make sure that doesn’t happen to you, here are a couple of things to remember:

  • Understand that a successful VoC program is all about taking action on feedback from your customers. Metrics are simply a line in the sand against which you can measure your improvements.
  • Choose metrics th at provide the right information for your unique business needs. The most successful VoC programs implement a combination of metrics based on departments, goals, feedback channels, and/or brand standards.
  • In the end, we know that choosing metrics and setting up a successful VoC program can be tough. Rest assured, Confirmit can help! Our team of highly trained VoC experts is ready and waiting to guide you through the entire process to make sure that you achieve the results your company needs from a VoC program.