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FIGURE 25-3:
Monetate
home page.
» Net promoter score (NPS): This score reflects the number of customers who
would recommend your service to their friends or business associates. The
survey question is typically phrased as, “On a scale of 0-10, how likely are you
to recommend our product or service to your friends or colleagues?”
» Customer satisfaction (CSAT): This measure is the average of the score that
customers give to a specific experience they’ve had with your company. The
survey question is typically phrased as, “How would you rate your experience
with x?” Obviously, the higher the score, the better you’re doing.
» Customer effort score (CES): This measures the amount of effort it takes to
accomplish a particular task. The survey item is typically phrased as, “The
company made it easy for me to handle my issue.”
Analyzing the customer journey
As you know, in decades past, marketers had full control of the customer journey —
it was linear. They controlled the message, pricing options, and purchase channels.
Of course, those days are a distant memory. Today’s customer journey is at best
unpredictable and can be hard to track. Customers find information on their own
CHAPTER 25 Changing Tactics and Metrics 371
