Scores for Customer Happiness

The culture is to delivering happiness to customers, but how to evaluate this? From support and marketing perspective, there are three major types of customer surveys (CSAT, CES and NPS) to help executives to make decisions.

Customer Satisfaction Score (CSAT) is the most straightforward of the customer satisfaction survey methodologies, and it measures customer satisfaction with a business, purchase, or interaction. It's calculated by asking a question, such as "How satisfied were you with your experience?"

A CSAT score of 80% is a good indicator of success, although it will vary by industry. Customer Satisfaction surveys are not designed to give you a comprehensive view of customer perception, but they're very helpful for pinpointing issues, especially if you use CSAT scores to grade different parts of your business.

Customer Effort Score (CES) is a single-item metric that measures how much effort a customer has to exert to get an issue resolved, a request fulfilled, a product purchased/returned or a question answered.

There's no definitive industry standard for customer effort score. However, customer effort score is recorded on a numeric scale, so a higher score would represent a better user experience. For a standard seven-point scale, responses of five or higher would be considered good scores.

Net Promoter Score (NPS) is a widely used market research metric that typically takes the form of a single survey question asking respondents to rate the likelihood that they would recommend a company, product, or a service to a friend or colleague.

NPS measures the loyalty of customers to a company. NPS scores are measured with a single question survey and reported with a number from -100 to +100, a higher score is desirable. Based on the global NPS standards however, any score above 0 would be considered "good", with 50 and above classified as excellent, and 70 or higher as world class. In other words, any score above 0 will be considered a good score. The NPS survery is to find if customers are Promoters (9-10), Passives (7-8), or Detractors (0-6). No company has yet to score an NPS of 100.