Key Customer Experience Metrics
If you want to improve customer experience, you need to know how to measure it. In this guide, we’ll walk you through the most important CX metrics used by companies worldwide to track customer satisfaction and loyalty.
1. NPS – Net Promoter Score
NPS (Net Promoter Score) measures how likely your customers are to recommend your business to others. It’s a powerful indicator of customer loyalty and overall satisfaction.
Question asked: “On a scale of 0 to 10, how likely are you to recommend our company to a friend or colleague?”
Based on their answers, customers are categorized into three groups:
- Promoters (9–10): Loyal enthusiasts
- Passives (7–8): Satisfied but not enthusiastic
- Detractors (0–6): Unhappy customers who may harm your brand
NPS Formula: % Promoters − % Detractors = NPS
Try the NPS Question
How likely are you to recommend our company to a friend or colleague?
2. CSAT – Customer Satisfaction Score
CSAT tells you how happy customers are with a specific interaction, product, or service.
Question asked: “How satisfied were you with your experience?”
Answers are usually on a 1–5 scale:
- 1 = Very Dissatisfied
- 5 = Very Satisfied
CSAT Formula: (Number of satisfied responses / Total responses) × 100 = CSAT%
CSAT is great for pinpointing how well a specific touchpoint (e.g. customer support call) is performing.
Try the CSAT Question
How satisfied were you with your experience?
3. CES – Customer Effort Score
CES measures how easy or difficult it was for a customer to complete an action — like resolving a problem or finding info.
Question asked: “How easy was it to resolve your issue today?”
Responses are on a 1 (Very Difficult) to 7 (Very Easy) scale.
CES Insight: A lower effort score means a better experience — customers love when things are quick and painless.
Try the CES Question
How easy was it to resolve your issue?
Selected effort level: 4 (1 = Very Difficult, 7 = Very Easy)
Which Metric Should You Use?
There’s no one-size-fits-all. Many businesses use all three KPIs together to get a complete picture:
- NPS for overall loyalty and brand perception
- CSAT for satisfaction with a specific service
- CES to identify process friction and barriers
Together, these KPIs help you make informed, customer-centered decisions — and build a better experience for everyone.
Tip: Always ask for feedback at key touchpoints and act on the results. Metrics are only valuable if they lead to action!