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Our additional Business Benchmarking analysis enables you to make effective data-driven action-plans. It helps you dig deeper into performance of different customer segments, quantifies customer feedback, and explains the links between satisfaction and loyalty and so on.

This article covers:

What are CSI, NPS and Customer Effort?

Customer Satisfaction Index or CSI

Customer satisfaction index is a metric that indicates how customers rate the quality of their experiences and relationship with an organisation on over 20 metrics including employee professionalism, product /service quality, ease of dealing with an organisation, timeliness, complaint handling and attitudes towards trust, reputation, and so on. Metrics reflect the priorities identified by customers, as well as attributes that show a strong relationship with overall customer satisfaction.

How is CSI calculated

Index scores are expressed as a number out of 100. The CSI score for each organisation is the average of all of its customers’ satisfaction scores, multiplied by ten, with a weighting applied reflecting the priority score for each measure.

Net Promoter Score or NPS

Net Promoter Score is a customer loyalty and satisfaction measurement taken from asking customers how likely they are to recommend your product or service to others on a scale of 0-10.

The NPS formula used in Business Benchmarking is:

% of respondents scoring 9/10 (out of 10) on likelihood to recommend MINUS % of respondents scoring 0-6 on likelihood to recommend equals Net Promoter Score for the organisation.

Organisations use NPS to track levels of satisfaction and recommendation and gauge their ability to create “promoters”, while minimising “detractors”.

Customer Effort

Customer Effort reflects the amount of effort a customer had to exert to use a product or service, find the information they needed, or get an issue resolved.

The metric is based on the question: “How much effort did you have to make to complete your transaction, enquiry or request on this occasion” (1-10 scale).

A lower score signifies less effort required on the part of the customer.

Organisations use Customer Effort scores to understand and benchmark “ease of doing business” and gauge their efficiency and speed in dealing with customers. Customer effort is most appropriate in service situations where customers don’t want to be dealing with the organisation and/or seek to minimise the time/effort spent completing their transaction or enquiry.

What is a data split (segment)?

Business Benchmarking provides a detailed report with scores for each single question along with the core headline measures such as CSI (Customer Satisfaction Index), NPS (Net Promoter Score) and Customer Effort for all the surveyed customers.

Data splits give you an opportunity to understand how specific customer groups perform in relation to CSI, NPS or Customer effort. The types of customer segments depend on your sector, products or what kind of insight you want to get from your report. To help you understand what segment you should use, try answering the questions below:

  • What is the overall objective for running a customer satisfaction survey?
  • Do you want to measure satisfaction of your total population of customers or is there a particular group of customers you want to analyse in more detail?
  • Are there any stakeholders who will want to know headline measure scores by their product area, service area, geography and so on?

We can split your customers by any group you want as long as you provide us with the correct input data by adding an additional column(s) to your database or an extra question to your survey.

What is detailed data reporting by customer groups?

Detailed reporting by customer groups shows how different customer segments score you for each question in your Business Benchmarking survey. Unlike the standard survey result which only gives you a high level benchmark, this analysis breaks the result further into customer segments and creates an internal benchmark for your organisation. This enables you see how different segments of your business perform and quickly spot customers who are less satisfied, so you can prioritise your areas for improvement. With this analysis you’ll get a score for each customer group and an overall score for the organisation.

What is link between satisfaction and loyalty analysis?

Customers who score a 9 or 10 out of 10 for customer satisfaction drive greater loyalty, recommendation, and trust. Our analysis enables you to understand the link between customer satisfaction and loyalty by showing how customer loyalty and other measures vary between customers who score you 8 for satisfaction, compared to those who score you 9 or 10.

What is verbatim analysis?

Verbatim is used to analyse the data collected in open-ended questions and fields in your survey. This analysis can help you better understand your customers’ comments, while offering a new perspective on feedback provided via open questions in your surveys.

Why use verbatim analysis on customer satisfaction survey results?

By using quantitative indicators such as the NPS or the CSAT, you will be able to detect any recurring instances of customer dissatisfaction at any stage of the customer journey. For example, if you see lower scores for the question “Are you satisfied with the organisation’s XXX customer service?”, you’ll be able to identify your friction points. However, this doesn’t tell you the reason for this issue. Verbatim will help you understand the exact reason(s) behind your customers thinking and which areas for improvement you should prioritise in your customer service improvement plans.

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