What metrics are used to measure the customer experience?

Online businesses use a suite of metrics to measure customer experience.  The most commonly used are: 

  • Net Promoter Score (NPS) - an index used to gauge a customer’s willingness to recommend products or services to others and serves as a general indicator of overall satisfaction and propensity to remain loyal
  • Customer Satisfaction (CSAT) - a survey sent to customers asking for a customer satisfaction rating for specific aspects of a website, its products/services
  • Customer Effort Score (CES) - a survey of the effort required by a customer to accomplish a particular task, for example, searching for a product or completing an order
  • Customer Churn Rate -  metric used to calculate the number of customers that discontinue the use of your services or no longer make purchases through your website or mobile app.


¹ ISO: Part 210, Human-centred design for interactive systems. Available here

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