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

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.

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 its customers’ satisfaction scores, multiplied by ten, with a weighting applied that refrect 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 (the “promoters”) MINUS % of respondents scoring 0-6 on likelihood to recommend (the “detractors”) 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 customer segments you choose to split your data by is completely dependent on the following: your sector, the products your offer, and/or what kind of insight you want to get from your report. To help you understand what segment you could use, try answering the questions below:

  • What is the overall objective for running a customer satisfaction survey?
  • Do you want to measure the satisfaction of your total customer population, 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 split by product area, service area, customer type, demographic breakdowns etc.?

We can split your customers by any group you want as long as you add an extra column(s) to your database or a custom question to your survey.

What is detailed data reporting by customer groups?

Detailed reporting by customer groups shows how different customer segments score for each question in your Business Benchmarking survey. Unlike the standard survey result, which provides a high-level benchmark, this analysis breaks the results down further. This enables you to see how different areas of your business perform, and to quickly spot customer groups who are less satisfied, so that you can prioritise your areas for improvement. With this analysis, you’ll get a score for each customer segment as well as an overall score for the organisation.

What is link between satisfaction and loyalty analysis?

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. In general, we see that customers who score a 9 or 10 out of 10 for customer satisfaction drive greater loyalty, recommendation, and trust.

What is verbatim analysis?

Verbatim analysis breaks-down the data collected in open-ended questions and fields in your survey. This analysis can help you better understand your customers’ points of view, as comments are coded by hand by our expert researchers to provide you with an overview of the top-level themes emerging throughout the comments.

Why use verbatim analysis on customer satisfaction survey results?

Verbatim analysis allows you to dig-deeper into your data.

For example, if you see lower scores for the question “Are you satisfied with the organisation’s customer service?”, you’ll be able to identify this as a key friction point. However, whilst dissatisfaction scores highlight an area of future focus, the scores alone don’t tell you what it is about the customer service that people are particularly unhappy with (to take the above as an example).

Verbatim analysis will help you understand the meaning behind satisfaction and dissatisfaction scores, and will give you even greater insight into what aspects of your customer service you should be investing in.

Learn more about Business Benchmarking
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