Customer Feedback

Customer Feedback – What to Collect and When


Customer feedback is the best way to gain insights into what drives your customers to buy (and keep buying) from you – but which metrics should you measure to keep track of your customer experience?

Which Customer Feedback Metrics Should You Use?

There are a number of different customer metrics to benchmark and monitor customer feedback. The most common are:

Net Promoter Score (NPS®)

NPS measures customer loyalty by asking the question: ‘How likely is it that you would recommend X to a friend or colleague?’ It is the most common feedback survey metric – easy to understand, quick to complete, and gives a big-picture gauge of customer loyalty. However, NPS doesn’t provide insights into how customers feel.

CSAT (Customer Satisfaction)

CSAT evolved from market research surveys, and is easy to understand, simple to use, and can be rich in insight. By asking: ‘How would you rate your overall satisfaction with the goods/service you received?’ you’ll find out how satisfied your customers feel.

CES (Customer Effort Score)

CES, as the name suggests, focuses on the effort your customer needs to put in to interact with you. The theory is, the lower the effort, the happier the customer. CES asks a question like: ‘How easy was it to deal with our company today?’



When to Collect Your Customer Feedback
Typically, there are 3 optimal periods to collect customer feedback:

Post-purchase evaluation is feedback from an individual customer at the time a product or service is delivered (or shortly afterwards). This type of satisfaction evaluation is often part of a CRM (Customer Relationship Management) system and its goal is to cement a long-term relationship with that customer. These kinds of surveys are best delivered within 24 hours of the engagement.

Periodic satisfaction surveys provide period-specific feedback from different customer segments. The annual customer survey is a good example; these surveys offer occasional snapshots of customer experiences and expectations.

Continuous satisfaction tracking uses regular post-purchase surveys (daily, monthly, quarterly), so you can assure a high level of quality over time. We recommend this approach, as it lets you capture feedback over the entire customer lifecycle. It identifies precisely what to do and when in order to have the biggest impact on your customer experience.