5 great customer satisfaction metrics

Dec 29, 2021 6 min read
5 great customer satisfaction metrics

Salim Dın

Are you looking for proven ways to measure customer satisfaction? Then, you will be happy to hear that there are some customer satisfaction metrics that work in every scenario. By using a customer satisfaction survey or a simple feedback form, you can gather all the data to see how satisfied your customers are. 

When creating a customer satisfaction survey, you can use these metrics to get a measurable and comparable score. In addition, you will be able to see the true picture of how well your company is performing if you conduct surveys regularly. Moreover, this is always the case because the numbers do not lie. So, let’s see how you can collect feedback and get these statistics in a really effective way on

How to measure customer satisfaction with customer surveys?

As customer feedback is an essential factor in business growth, you should choose your questions with care and make them as measurable as possible. You can easily measure satisfaction levels by asking your customers specific questions in a survey and using customer satisfaction metrics.

These customer satisfaction metrics will help you get an objective score. By regularly conducting customer surveys, you can see how much you have improved customer satisfaction in a given time period. Thanks to its great library of customer satisfaction survey templates, helps you easily create CSAT surveys to collect data. What’s more, you can use the metrics given below and make your surveys better have something concrete to work on.

Net Promoter Score (NPS)

Net Promoter Score or NPS is a well-developed method by Fred Reichheld for measuring customer satisfaction for businesses and organizations. In his article The One Number You Need to Grow, Reichheld says, “By substituting a single question for the complex black box of the typical customer satisfaction survey, companies can actually put consumer survey results to use and focus employees on the task of stimulating growth.” This is an elegant way to put what exactly NPS surveys are about.

“Without trust, there can be no loyalty - and without loyalty, there can be no true growth.”

- Fred Reichheld

There is a strong correlation between customer loyalty and net promoter score. If the consumers really adopt your product or services and integrate them into the core of their activities, this mostly means they are your loyal customers and are willing to give feedback or promote your company. Therefore, you can see customer satisfaction and customer loyalty accurately by measuring NPS scores.

How to measure Net Promoter Score (NPS)?

It is clear that using your loyal customers as an effective part of your marketing department shows you are doing things right, and people are happy to use your products in their lives. And NPS surveys have only one question type to measure this: “how likely are you to recommend our products/services to your friends or colleagues?” According to their answers, it is possible to group the consumers into three categories:

  • Promoters: are your loyal customers who give you the highest scores, namely 9-10. Promoters love using your brand and are willing to help you increase your number of customers and improve your products by giving feedbacks.
  • Passives: are people scoring 7 or 8. The consumers in this category are fairly satisfied with your products but not greatly enthusiastic and prefer your competitors.
  • Detractors: are people scoring from 0 to 6. They may be saying negative things about their experience and therefore damaging your brand.

After opening the customer satisfaction survey template on, you can add the NPS question and get all the data to measure the Net Promoter Score (NPS). Net Promoter Score is calculated by subtracting the percentage of detractors from the percentage of promoters.

Net Promoter Score = Promoters (%) – Detractors (%) 

Customer Satisfaction Score (CSAT)

CSAT is a commonly accepted and effective method for calculating customer satisfaction in an accurate way. For measuring customer satisfaction scores, you can use percentages (0-100) or opinion scales (1-5) in your questions. However, it is also possible to use stars or emojis instead of numbers. As this method will seem easier to consumers, you can increase the response rates, hence the accuracy of your surveys. Lastly, calculate the CSAT score by subtracting the percentage of unsatisfied people from 100%. 

Customer Service Satisfaction (CSS)

Your efforts to maintain customer satisfaction usually continue after the purchase. Seeing that you provide post-purchase services and try to help them, everyday customers will become your regulars and advertise your brand whenever an opportunity presents itself. By using’s feedback form templates, you can create a custom form for measuring customer service satisfaction rates.

In fact, you even have access to a form template that includes all the necessary questions for measuring this: Customer Service Satisfaction Survey Template. With this survey example, you can complete the form creation process in a really short time. Then, you can share it with your customers or embed it into a webpage to redirect after a customer contacts your customer service. 

Customer Effort Score (CES)

CES is a simple yet impressive customer satisfaction metric that helps you learn about customer experiences. If something is easy-to-use, it is more likely to be adopted by the masses. Moreover, showing that you are not only selling products but also paying attention to people’s experiences with them really determines customer loyalty.

CES is usually measured by asking your users how easy their interaction with your product was. So, by using and creating your custom survey, you will have all you need to collect the necessary data. After they complete a series of activities within your service or with your product, you can send them the feedback link or redirect them to a survey page to ask about how easy their experience was.

Customer Churn Rate (CCR)

Customer churn rate (CCR) shows the percentage of lost customers within a certain period. In order to retain your current customers, you need to learn how many customers you are losing and why. By measuring CCR, you can see if there are any connections with the recent events and contain the churn. 

Now, let us take a look at how to measure your churn rate. First of all, you should choose a certain period, such as a year, three months, and so on. Then, you subtract the number of customers at the end of the year (900) from the number at the start of the year (1000). And lastly, divide the result by the number of customers at the beginning of the given year (1000). 


So, there you have it. The five customer satisfaction metrics that work in every scenario. If you’re looking for a tried and true way to measure customer happiness, look no further! These are the metrics that will help you gather all the data you need to see how satisfied your customers really are. And of course, if you want to start collecting this data with online forms, is here to help!