How to Measure Customer Experience

Measuring CX is a necessity if a company is to become more customer-centric. Organizations can understand the needs of customers and assess the effectiveness of their current CX strategies.

How Do Organizations Measure CX?

Unfortunately, asking customers how their shopping experience was doesn’t tell CX leadership much. As a result, organizations need a more holistic approach. Using these three metrics can help CX leaders understand better.

  • Net Promoter Score (NPS)

National Promoter Score helps organizations measure how likely a customer is to recommend products or services to friends and family. In short, this metric measures customer advocacy and loyalty.

With NPS, organizations ask, “How likely are you to recommend our service or product to a friend?”

NPS is usually on a scale of 0 to 10, with 0 as “not likely at all” and 10 as “extremely likely.” It categorizes customers as detractors, passives, or promoters based on their answers.

  • Customer Effort Score (CES)

CX leaders use the CES metric to measure how much effort customers use to reach their customer journey goals. For example, customer goals might include making an order, getting questions answered, having an issue resolved, or processing a return.

With CES, organizations pose the statement, “The company made it easy for you to resolve your issue.”

Customers base their answers on a five-point or seven-point scale that ranges from “strongly disagree” to “strongly agree.”

  • Customer Satisfaction (CSAT)

Measuring CX requires CX leaders to know how satisfied their customers are with their services and products.

With CSAT, organizations ask, “How do you rate your overall satisfaction with our services?” Customers give a rating between 1 and 5 that denotes “very dissatisfied” to “very satisfied.”


Measuring CX with CSAT, CES, and NPS is the best practice for modern-day enterprises. But these metrics have their limitations. First, leadership can only measure feedback at individual touchpoints or segments. Second, survey fatigue often interferes with accuracy.

Today, organizations can use cutting-edge tools to access hundreds of call center metrics to improve their CX. Find out more here: