6 metrics of customer trial: measuring audience satisfaction. Part 1

25 Jan. 2023

Whether the client will return to you or whether he will bring (personally or indirectly) other customers largely depends on the experience he has gained from interacting with your company. And this is very important information for any company. They are useful both for optimizing business processes and evaluating the effectiveness of the steps taken. And, of course, to manage the company's reputation. The good news is that customer experience is a completely measurable category, for which many methods have been developed. However, you should not immediately replace all available tools. For starters, six key metrics will suffice, from which you can obtain specific digital indicators rather than subjective assumptions.


CSI: Satisfaction Indicator

The abbreviation CSI is disclosed as the Customer Satisfaction Index – that is, the user satisfaction index. Using this metric, you can understand how pleasant the interaction with your company was for the user. We recommend evaluating the CSI immediately after the interaction. Moreover, this technique is suitable for almost any stage of contact, from viewing your site to contacting customer service after a purchase.

This index is suitable for evaluating a variety of factors, including:

  • overall customer satisfaction from contacting you;
  • perception of a particular product or service;
  • experience of contacting competitors;
  • satisfaction of individual groups of customers (with the possibility of comparing ratings);
  • the dynamics of brand perception following specific events, such as employee
  • professional development or a promotional campaign.

To work with the customer satisfaction index, you need to create a system of evaluation criteria. They can be prepared, taking into account the specifics of your product and its key indicators. And you can use the universal 5P model:

  • Product
  • Price
  • Place
  • Promotion
  • People

To collect customer feedback, you can create a questionnaire. Ideally, it should be divided into two modules: in one, we ask the client to assess the weight of each criterion; in the other, we assess satisfaction for each item. We recommend not to stretch the rating scale; a 5-point system from "1: absolutely not satisfied" to "5: completely satisfied" will be enough. But this is not a strict restriction – the choice is yours. Or you can replace the numeric scale with a graphical one: offer the respondent, for example, 5 emoticons with different emotions.

The value of CSI based on the collected data is determined as follows:

  1. Divide the number of positive ratings by the number of surveys;
  2. Multiplying the quotient by 100, we get the percentage of customers who are satisfied with the interaction with you.

Subsequently, by adding new data to the calculated value, you will be able to track the dynamics of the satisfaction index.

NPS is an indicator of customer loyalty.

NPS is an abbreviation for Net Promoter Score.

With its help, you can assess which customers are ready to recommend your company to others, creating the effect of word of mouth.

To determine the NPS, a large questionnaire is not required. It is enough to ask just one question: "How likely are you to recommend our company to other people?" and provide a scale from 0 to 10.

After analyzing the answers, you will be able to divide the client audience into 3 groups according to the assessment:

  • 0–6—detractors; they are critics. If they are dissatisfied with the experience gained, they are likely to leave a negative review. They won't give you a recommendation.
  • 7-8—neutrals. The interaction did not cause any emotions; it passed "casually." You will not get a negative review, but such clients are unlikely to recommend you to others.
  • 9–10—promoters. They are happy to be your client and are very likely to recommend you to friends.

Based on the answers received, estimate the number of each of the three groups of customers. The qualitative indicator here should be the difference between the percentages of detractors and promoters:

  • negative value: you have more dissatisfied customers; Something needs to be urgently addressed with this;
  • more than zero is already a good indicator;
  • more than 50 is very good;
  • more than 70—great!

As in the case of CSI, when receiving new data on the NPS metric, recalculate the current values to keep abreast of your customers' moods.


The CLI is also about user loyalty, but it's a little bit about something else

The Customer Loyalty Index metric, as the name implies, also evaluates customer loyalty. It does, however, take into account not only the likelihood of repeat purchases but also the willingness to recommend you to others. To obtain such information, you should ask three questions about:

  • probabilities of the company's recommendation;
  • likelihood of a repeat purchase;
  • the likelihood of buying other offers from your range?

Traditionally, a scale of six points is used to analyze the consumer experience according to the CLI metric, with a unit in which one is the maximum and six is the minimum. Having received the scores on all three questions, we determine the average value; this will be your CLI indicator.

Of course, the coverage of important nuances is wider here, but due to the larger number of questions, it is more difficult and takes longer to conduct such a study. In addition, with the addition of questions, the probability of error also increases. If, in the NPS, only one issue needs to be considered, there are already three in this case. Consequently, the reliability of the final estimate may be questionable.


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