4 Customer Satisfaction Metrics That Will Tell You The Truth

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Last edited: June 20th, 2024

You can’t run a successful business without meeting your customer’s expectations.

Customer satisfaction is the key to success for any type of business, and knowing what your customers think about your offer will help you improve it and keep your customers happy.

There are dozens of different methods and metrics you can use to understand your customer’s wants and needs better. Keep reading, and we’ll tell you about the four most important factors, what they mean, and how you can use them to your benefit.

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What is it?

CES stands for Customer Effort Score, and it’s a method that allows you to see how much effort your customers had to make to do what they wanted. In other words, it tells you whether or not your website and offers are organised in a way that makes it easy for customers to complete a transaction or a purchase.

What does it tell me?

Most CES methods require the use of a short questionnaire. Instead of rating your website or the user experience directly, your customers answer rate your offers with statements such as “Finding what I wanted was very easy” or “The customer service helped me make the right choice.”

It turns out that customers value a direct approach more than an over-the-top design that might make finding what they need more complicated. Most consumers prefer to quickly navigate through a website and make purchases quickly and easily. The simplest of websites usually get the highest CES scores.

Most users are far more likely to remember a smooth experience that turned out to be easier to complete than what was expected. Having a beautiful website with tons of options may give you that wow factor, but if finding what they need takes too long for your customers, you will lose many of them before they make a purchase.

The key is to enable your customers to make a purchase as easily as possible. That way, they can come to your website, make a purchase in seconds, and everyone is happy. CES can help you identify the areas that can be made simpler to improve navigation and conversion rates.

How do I use it?

There are a few different methods you can use to collect customer satisfaction metrics. Here’s a quick overview of the most popular methods and the benefits they provide.

  1. Email surveys – You can send out surveys to your customer’s email addresses to gain valuable information. Emails provide you with the means to ask everything you need, but they have a low response rate. If you opt for this option, you can use survey tools to set up the perfect survey for your needs.
  2. Live chat rating – is also a useful method for finding out what your customers think about your website. The best thing about this method is that your customers can simply rate your platform after a customer contacts your support team. This method is useful only for rating the support team, as you won’t be able to get more details on other website features.
  3. In-app surveys – If you have your own app, you can include a few pop-ups to see what your customers think about it. Ask accurate single questions about the features you’re not sure of, and your customers will provide you with useful information.
  4. Social Media – Is by far the most powerful method of getting to know your customer’s needs. All popular social media will give you access to user reviews and comments that can tell you more about your offer than any survey. Address all negative comments as soon as possible, and your customers will appreciate that.


What is it?

NPS stands for Net Promoter Score, and it tells you if your customers will recommend your website, brand, service, or product to their friends and family members. It’s very easy to set up, and the information it provides can help you improve your offer and attract more customers.

What does it tell me?

NPS tells you if your customers are likely to recommend your offer to other people directly. You can ask your customers if they would recommend you by setting up a simple 1 to 10 rating. If your customers are voting lower than you expected, you can ask them for more details through emails and online surveys.

NPS can also help you to remind your customers to promote your products and services to their friends. Since this simple rating system won’t tell you exactly what your customers think, you will at least get a better insight into how they view your website.

How do I use it?

Include a simple 1 to 10 rating at the end of the checkout process asking your customers whether or not they will be willing to recommend your offer to other people. There are three general categories of vote scores:

Promoters – People who leave a 9 or a 10 are most likely to recommend your offer to others.

Passives – Those who score your site with a 7 or an 8 are satisfied with the offer, but they wouldn’t recommend it to friends and family members. Most of these people are not regular customers and would switch to another company with a better offer.

Detractors – People who vote with a 6 or below simply don’t like your brand and wouldn’t recommend it to others. In fact, they will probably tell people not to buy what you are selling.


What is it?

WYMO is an acronym for Would You Miss Out. It’s another customer satisfaction metric that tells you whether or not your customers would miss a product or service if it becomes unavailable.

What does it tell me?

WYMO is a metric that tells you more about your offer. In other words, you will be able to see if your offer is easily replaceable with another product or if you’re the only one with the right offer. What your customers think about your products and services is crucial for your business’s future development.

How do I use it?

Similarly to NPS you have to set up a 1 to 10 voting system focused on your product’s uniqueness and customer perception. If most of your customers give you an 8 or higher, your products should stay in your offer. If the vote is lower than 8, you can think about replacing your existing offer with a more appealing one.


What is it?

CSAT is a customer satisfaction metric that tells you your overall customer satisfaction. The answers you get are very straightforward and straightforward to set up. The only thing you should keep in mind that these stats won’t be pinpoint precise.

What does it tell me?

CSAT can tell you if your customers are generally satisfied with your offer and website. The problem is that you won’t get accurate details on what impacted their final rating. You can find out if they are satisfied or not, but you won’t know why they voted as they did.

How do I use it?

You can set up a simple 1 to 5 rating system about the overall customer experience. The results will tell you if your customers appreciate your offer or if they think that it’s not that great. If you run an international website, you can use emojis or star ratings to make sure that everyone can rate your offer.


Customer satisfaction metrics can help you understand what your customers think about your website, product, service, and offer. However, they won’t do you any good if you don’t take any action. Collecting and understanding your customer’s thoughts and embracing constructive criticism is just the first step towards improving your offer.

Understanding what your customers think about your business will help you make the right moves in the future and improve the efficiency of your organisation. Achieving this will increase the overall customer satisfaction over time, and help you drive more value to your website.

Trustmary team
Trustmary team


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