Customer Effort Score (CES)

Customer Satisfaction

Customer satisfaction is a measure of how well a product, service, or experience meets or exceeds customer expectations. It is typically tracked through surveys, ratings, and feedback mechanisms, and serves as a leading indicator of customer loyalty, retention, and revenue growth.

Net Promoter Score (NPS)

Net Promoter Score (NPS) is a widely-used customer loyalty metric based on a single question: 'How likely are you to recommend us to a friend or colleague?' Respondents answer on a 0–10 scale and are segmented into Detractors (0–6), Passives (7–8), and Promoters (9–10). The score is calculated as: NPS = % Promoters − % Detractors, yielding a number from −100 to +100.

CSAT Score

CSAT (Customer Satisfaction Score) is a transactional metric that directly measures a customer's satisfaction with a specific interaction, product, or service. Customers rate their experience on a simple scale — typically 1–5 or 1–10 — immediately after a touchpoint. The score is expressed as the percentage of respondents who gave a positive rating (usually the top one or two values on the scale).

Churn Rate

Churn rate is the percentage of customers who stop doing business with a company within a given time period. It is a critical metric for subscription-based businesses and is calculated as: Churn Rate = (Number of customers lost during period / Number of customers at start of period) × 100. A high churn rate signals underlying problems with product-market fit, onboarding, support, or value delivery.

Feedback Loop

A feedback loop is a closed cycle in which customer feedback is systematically collected, analyzed, acted upon to improve the product or service, and then communicated back to customers. A closed feedback loop signals to customers that their input is valued and acted on — a powerful driver of loyalty and advocacy.