Choosing your Survey metric is a crucial step towards measuring your customer experience. In this article, we will cover why we are partial to NPS, how your scores will be stored and retrievable in AskNicely, and specific applications for CSAT and 5 Star surveys.
NPS
Deemed "The Ultimate Question" based on decades of research, NPS has become the gold standard for determining any given organization's Customer Experience score. Using NPS has many benefits - this blog post talks through our opinion on the subject.
An NPS survey sent on a recurring basis of 90 days is our recommended starting place for all NPS newcomers. This gives you the broadest cross-section of respondents and will provide a great deal of actionable insights right out of the gate.
The appearance of the Survey question and the scoring options are shown below:
The formula for NPS scores is
[Percentage of Promoters] - [Percentage of Detractors] x 100 = NPS
For example, you have 10 scores of 10, 10, 9, 9, 9, 8, 7, 4, 2, 1
Calculate the percentages of Promoters
2 (10s) + 3 (9s) ÷ 10 (total number of Responses) = 0.5
Calculate the percentage of Detractors
1 (4s) + 1 (2s) + 1 (1s) ÷ 10 (total number of Responses) = 0.3
Plug everything into the formula above
[0.5 - 0.3] x 100 = 20
CSAT
CSAT is short for "Customer Satisfaction" - This asks the direct question, "How satisfied are you with your experience? Our customers often choose these surveys for more "long-term" customer experiences, like the conclusion of an onboarding experience or after a large-scale installation is complete.
In AskNicely, CSAT Surveys are scored on a 1-5 scale, with "Very Satisfied" given a score of 5 and "Very Unsatisfied" a score of 1.
Therefore, when using the Rating Type Filter:
Very Satisfied and Satisfied correlate as "Promoter / Satisfied";
Neutral is "Passive / Neutral",
Unsatisfiedand Very Unsatisfied correlate to "Detractor / Unsatisfied."
CSAT scores that display on your Dashboard are calculated by finding the straight average of all of your responses. The formula is
Sum of All Responses ÷ Total number of Responses = CSAT Score
For example, you have 10 scores of 5, 5, 5, 5, 4, 3, 2, 2, 1 & 1
33 ÷ 10 = 3.3
CSAT scores are rounded to the nearest hundredth, or two decimal points.
5 Star Surveys
5 Star Surveys are scored on the same 1-5 scale as CSAT Surveys, with 1 star as a negative score and 5 as a perfect score.
These Surveys are good for quickly collecting feedback on a specific event, such as after the closing of a support ticket or after a virtual conference.
FiveStar scores that display on your Dashboard are calculated exactly the same as CSAT, by finding the straight average of all of your responses. The formula is
Sum of All Responses ÷ Total number of Responses = FiveStar Score
For example, you have 10 scores of 5, 5, 5, 5, 5, 5, 5, 3, 1, 1
43 ÷ 10 = 4.3
FiveStar scores are also rounded to the nearest hundredth, or two decimal points.
Our Recommendation
We advocate for starting with a simple NPS question, followed by "Why did you give us a {answer}?" and then an open-ended question asking a variation of "Can you tell us one thing to improve?" This is how AskNicely is configured out of the box - this approach throws the door wide-open to gather your feedback and you can then hone your feedback gathering approach from there.