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Learn how to measure customer service and get the most out of your data. Ready to start collecting customer feedback? Use a template to create and send a survey in minutes.

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According to our SurveyMonkey 2023 State of CX Report, 90% of consumers say customer service and support are important for the brands they like. 

In fact, more than half (57%) say they’d stop doing business with a company following a poor experience. It’s scary, isn’t it? The good news is that customer service is one channel that you can control and measure more easily than others such as social media or word of mouth.

And customer service makes a difference. Only 2% say customer service and support aren’t important at all.

So, how can you meet (and even exceed) customer expectations? The first step is to make sure you’re paying attention to the customer service metrics that matter.

In this article, you’ll learn about customer service metrics that companies use to evaluate success. You’ll also see customer service rating scale examples that enable reliable data to be gathered.

When professionals refer to the customer experience (CX), they mean the entire customer journey, from brand discovery to purchase and beyond. It’s every interaction a customer has with your organisation across every channel as well as their overall impression of your brand.

Customer service is one aspect of the customer experience. It’s how your organisation directly supports both prospective and current customers. The goals of a customer service team are to answer customer questions and resolve issues quickly, efficiently and with care.

Organisations use customer experience metrics to proactively track brand loyalty, customer satisfaction, consumer sentiment and more. Some of these metrics are specific to customer service, which is more reactive versus proactive. 

There are two types of metrics that you can use to understand your customer service performance. First, you can collect customer feedback by sending customer satisfaction surveys to customers after they’ve interacted with your support team. The feedback that you collect is subjective, even if it yields quantifiable data.

The second type of customer service metrics that you can track are your input metrics, such as how long it takes your service agents to respond to customer requests. By analysing your agent performance metrics with the feedback from customers, you can gain a comprehensive understanding of how well your customer service is meeting customer expectations and where the customer service can be improved

Here are the different types of customer feedback metrics and inputs that customer service teams use to evaluate their performance.

You may be familiar with the Net Promoter® Score (NPS) question: “How likely is it that you would you recommend this company to a friend or colleague?” Customers choose a number from 0 (not at all likely) to 10 (extremely likely). Your results show how loyal customers are to your brand.

You can send a Net Promoter Score survey at any point in the customer experience. The NPS question works well in different contexts because it’s usually not tied to one specific event.

When you ask the NPS question in a customer service feedback survey, you’re able to understand how your support may have an impact on customers’ loyalty to your brand.

When you send a SurveyMonkey survey that includes the NPS question, your score is calculated for you. If you need to calculate your own score, you can use an NPS calculator. Here’s how it works:

  • Customers who choose 0 to 6 are detractors. Their opinions may harm your brand image.
  • Customers who choose 7 or 8 are passives. They’re satisfied but may not stay loyal to your brand.
  • Customers who choose 9 or 10 are promoters. They’re the most satisfied and may recommend you to others.
  • Passives aren’t included in your NPS. Work out the percentages of promoters and detractors you have from your total number of respondents and then use the formula % of promoters - % of detractors = NPS. 
NPS equation
  • Your NPS can range from -100 to +100 and NPS customer service benchmarks differ by industry. For example, the average score for the ecommerce industry is 62, whereas it’s 4 for internet and software services. See how you compare to others in your industry with Net Promoter Score benchmarks
  • NPS provides a quick snapshot of your team’s performance. It’s one number you can easily track over time. If you see the number consistently decreasing, it’s time to dig into the data.
  • Include an open-ended survey question asking customers why they gave you a particular rating. For example, if someone gives you a 6, include the follow-up question: “What changes would this company have to make for you to give it an even higher rating?” You can look at individual responses or use a powerful text analysis tool to quickly understand data trends.
Product satisfaction survey for market research

While you should use NPS to understand your team’s impact on customer loyalty, you need the Customer Satisfaction (CSAT) Score to measure how well your team is supporting customers. (Read more about when to use NPS vs. CSAT.)

There are many different examples of customer satisfaction questions. For a customer service survey, ask a question such as: “How satisfied were you with the response time of our customer support team?”

Customer satisfaction survey answers are usually on a scale of 1 (extremely dissatisfied) to 3, 5 or 10 (extremely satisfied). To get your CSAT score, you only consider customers who are satisfied with your customer service.

Calculate CSAT by dividing the number of satisfied customers by the total number of respondents and multiplying by 100. 

CSAT equation

Our research shows it’s likely that 91% of consumers will recommend a company after a positive, low-effort experience. The Customer Effort Score (CES) measures how easy or difficult it is for customers to achieve tasks when interacting with your product or service.

For example, in a Customer Effort Score survey, you could ask: “How easy was it for you to resolve your recent issue with our customer support?” Answer choices can range from “Much easier than I expected” to “Much more difficult than I expected”.

Your resulting CES will be between 0 and 100, which shows the total number of customers who respond positively to the question.