Measure Customer Satisfaction in 5 Steps

October 13, 2021 at 10:40 am

Zendesk defines the customer experience (CX) as the relationship that a customer develops with a business based on their interactions. Additionally, this is not limited to those that made a purchase; non-buying customers can also be included.

With that in mind, businesses need to take a closer look at CX since this can make or break your relationship with a customer. That’s where CX management comes in! defined this as “the discipline of understanding customers and deploying strategic plans that enable cross-functional efforts and customer-centric culture to improve satisfaction, loyalty, and advocacy.” Simply put, CX management is all about overseeing the overall customer experience. This includes ensuring they are happy with your services -- to the point that they will continue to support your business.

Take a look at the steps you can take to measure customer experience and ensure that your customers are always satisfied with your services:

1. Identify your customers

Firstly, you have to look at who your business is serving. By doing so, you can determine your target audience and improve the customer experience with a specific demographic in mind.

2. Step into their shoes and map out their CX journey

Look into the journey your customer experiences when they are interacting with your business from start to finish. From these, identify “touchpoints” or parts of their journey that may leave them with a lasting impression of your company.

During such touchpoints, you can determine moments that you can improve upon to keep your customers happy. An example of such is by reducing customer response times.

3. Determine your objectives

Now that you’ve identified your customers and their touchpoints, it’s time to determine the goals you are looking to achieve. Examples of these goals can be increasing customer loyalty, selling more products/services to your customers, and providing excellent customer service.

4. Measure the objectives

Once the objectives are determined, there needs to be a way to measure these objectives and find out if your business can reach those goals. The following are the three most common ways to measure CX according to UX Magazine:

  • Net Promoter Score (NPS) - measures customer experience from a score of 0 to 10 where the percentage of promoters (those who score 9-10) are subtracted from the percentage of detractors (those who score 0-6).
  • Customer Effort Score (CES) - a way of measuring the ease of customer effort when engaging with business products/services.
  • Customer Satisfaction Score (CSAT) - measures the customer’s level of satisfaction with business products/services.

5. Establish your Key Performance Indicators (KPIs)

Lastly, you need to use a method that can measure if your business is reaching its targets. That is where the Key Performance Indicators (KPIs) come in. KPIs will depend on which section of the company you are dealing with. As an example, Rapid Phone Center stated in a previous article that some of the KPIs used for Customer Service teams are Ticket Volume and Backlog, Customer Satisfaction Score, Average Resolution Time, and Average Reply Time.

Take note of these 5 steps, and you can start measuring CX in no time!

But if you’re looking to improve your business’ overall CX measurement or you’re considering scaling up your business, Rapid is here to help.

As a finalist in the 2021 International Customer Experience Awards for Best Measurement in Customer Experience, Best Use of Insight and Feedback, and Customer-Centric Culture, you can count on Rapid to ensure your customers have the most pleasant experience. This will encourage their continued patronage over your business.


Clinehens, J. (2021, January 22). How to Measure Customer Experience.UX Magazine.

Gartner. (n.d.). Customer Experience Management (CXM). In Gartner Glossary. Retrieved September 6, 2021, from

Gautam, N. (2017, August 16). A Practical Guide to Customer Experience Measurement. Ameyo.

Hueffner, E. (2020, April 17).What is customer experience? How to deliver great CX. Zendesk.

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