In the rapidly modernizing B2B landscape, continuously enhancing customer experience (CX) is becoming increasingly crucial.
To provide a more comprehensive view of CX and drive strategic decision-making, this article explores the integration of conventional lagging metrics with newer advanced metricsConventional lagging metrics
Newer advanced metrics
This post explores the integration of overall satisfaction metrics, including customer satisfaction (CSAT) and partner satisfaction (PSAT), which are crucial for monitoring and enhancing customer and partner journeys. By understanding and effectively utilizing these metrics, organizations can gain valuable insights into their customers' and partners' experiences, enabling them to make informed decisions and targeted improvements.
Overall Satisfaction metrics provide a comprehensive view of how well a company is meeting the needs and expectations of its stakeholders. They encompass various aspects of satisfaction, ranging from specific interactions and transactions to broader perceptions of the company as a whole. These metrics are essential tools for businesses aiming to foster strong,long-lasting relationships with their customers and partners.
Integrating multiple satisfaction metrics allows for a more nuanced understanding of different facets of satisfaction. For instance, while CSAT focuses on specific customer experiences with products or services, PSAT assesses the satisfaction of business partners involved in collaborations and supply chains. By analyzing these metrics together, companies can identify strengths and areas for improvement across different dimensions of their operations.
Ultimately, leveraging overall satisfaction metrics empowers organizations to create more satisfying experiences, drive loyalty, and achieve sustainable growth.
The following satisfaction metrics were implemented by companies like Apple, Yahoo, BEA, Oracle, and Salesforce using the CustomerSat Product, where I was the CTO and SVP of Product. Customer Sat was acquired by MarketTools and eventually Survey Monkey.
CSAT and OSAT both measure satisfaction, but their application and the level at which they measure satisfaction vary. OSAT is a more holistic measure that applies to the entire company or a broader range of stakeholders (customers, partners, employees). CSAT focuses on customers, while analogous metrics like PSAT and ESAT apply to partners and employees. Here are some definitions to limit confusion.
Let's look at several Satisfaction Metrics companies like Apple, Yahoo, BEA, Oracle, and Salesforce measured using CustomerSat, where I was the CTO and SVP of Product.
Customer Satisfaction (CSAT) explicitly measures customer satisfaction with a product, service, or interaction. CSAT is commonly measured using a 5-point Likert scale. CSAT helps make targeted improvements as the questions tend to be specific.
Overall Satisfaction measures the overall satisfaction with the company and is usually much broader in scope. OSAT is commonly measured using an 11-point 0-10 Likert scale, similar to NPS.
Net Satisfaction (NSAT) measures customers' overall satisfaction and the percentage of satisfied customers minus the percentage of dissatisfied customers.
Customer Effort Score measures the effort customers require during interactions, such as after onboarding. It is typically measured on a 7-point Likert scale, but legacy products may use the 11-point 0-10 Likert scale.
Variations of CES include Onboarding Effort Score (OES), which focuses on the effort required during the onboarding process.
Partner Satisfaction (PSAT) evaluates the satisfaction of business partners, which can include suppliers, affiliates, or any other business collaborations. PSAT is commonly measured using a 5-point Likert scale.
Employee Satisfaction (ESAT) measures the satisfaction of internal stakeholders. This metric is outside the scope of cast.app, but as the name suggests, it measures the satisfaction of employees.
Net Promoter Score (NPS) measures customer loyalty and likelihood to recommend. NPS is measured using an 11-point 0-10 Likert scale. NPS, NPS3/EGR are discussed in this blog.
