How to Collect Customer Feedback | Qualtrics UK

Customer feedback - what to measure 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 to use?

There are a number of different metrics you can look at – here’s some of the most popular ones used to benchmark and monitor the customer experience:

Net Promoter Score (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. NPS doesn’t, however, provide insights into how customers feel.

CSAT (Customer Satisfaction) 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.

as the name suggests, focuses on the effort your customer needs to put in t 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?’

Find out more: Measuring customer experience – the metrics to think about

When to collect your customer feedback

Typically, there are 3 optimal periods to collect customer feedback:

  1. Post purchase evaluationfeedback 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 with the customer.

  2. Periodic satisfaction surveys: periodic feedback from specific customer segments to provide occasional snapshots of customer experiences and expectations, e.g. an annual customer survey.

  3. Continuous satisfaction tracking: By tracking continuous satisfaction feedback on post-purchase evaluations using regular surveys (daily, monthly or quarterly), you can assure high-level 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, to have the biggest impact on your customer experience.