Key metrics for calculating customer experience

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Marketers use several key metrics to evaluate customer experience.



NPS
Net Promoter Score is a customer loyalty indicator. To measure it, the company conducts NPS surveys. They usually consist of: the question "Are you ready to recommend our brand to friends and acquaintances?", a ten-point scale and a field for comments. Despite the simple mechanics, the survey allows you to identify the strengths and weaknesses in the interaction of the company and the client.

The formula for calculating NPS is: ((loyal customers – disloyal customers) / total number of survey participants) x 100%.



K-factor
K-factor is an indicator of the product's virality. If a brand belgium phone number lead sends referral links or promo codes to customers, and most of the audience shares them with friends, it means they are getting a quality experience.

The formula for calculating the K-factor is: the number of invitations that the user sent x the conversion from receiving an invitation to activating it (for example, installing an app).



CSAT
Customer Satisfaction Score is a customer satisfaction indicator. To measure it, the company asks the user to rate a separate process on a scale from “Didn’t like it at all” to “Very much” immediately after its completion. For example, after making an appointment with a doctor, placing an order, or solving a problem with technical support.

Formula for calculating CSAT: (number of customers who really liked it / total number of survey participants) x 100%.



CES
Customer Effort Score is an indicator of how much effort it took the customer to resolve their request. To measure it, the brand asks the user to rate the process on a scale from “Very difficult” to “Very easy.”

The formula for calculating CES is: (number of customers who found it very easy / total number of survey participants) x 100%.

CSAT and CES are similar metrics, but the former is about understanding the overall customer experience, while the latter is about understanding how easy the interaction was.



CCR
Customer Churn Rate is the percentage of customers who have lost interest in a brand over a period of time: a month, a quarter, six months, or a year.

Calculation formula: (number of customers who left during the period / total number of customers at the beginning of the period) x 100%.