Understand satisfaction indices

When using smiley questions to understand satisfaction you can expect a lot of feedback. While you can see how many people chose each emoji, the real power in a smiley question lies in something called its 'index'. This is a single number that Ombea calculates from the results. The index represents the balanced total of all your results.

• Net Promoter Score (NPS).
• Customer Effort Score (CES).
• Customer Satisfaction (CSAT).
• Insights Index.

How to choose the right index for your scenario

Net Promoter Score (NPS)

• NPS measures the likelihood that somebody will recommend you to others.
• When responding to NPS, your customer typically considers all factors that affected their experience, across all touchpoints.
• An NPS question follows the form: How likely are you to recommend xxx?
• The index ranges from -100 to +100.

Customer Effort Score (CES)

• CES measures how easy your customer found it to do something.
• When responding to CES, your customer typically considers a narrow range of touchpoints.
• A CES question follows the form: How easy was it for you to xxx?
• The index ranges from 0 to 5.

Customer Satisfaction (CSAT)

• CSAT measures your customer's immediate or short-term sentiment.
• When responding to CES, your customer typically considers a single interaction in the present moment.
• A CSAT question follows the form: How satisfied were you with xxx today?
• The index ranges from 0 to 100.

Insights Index

• This is the default index.
• You should use this index when none of the other choices fit your scenario.
• The Insights Index ranges from 0 to 100.

How the indices are calculated

Net Promoter Score = Percentage of Promoters - Percentage of Detractors´

Promoters and Detractors are defined as follows:

• Dark green votes are considered Promoters.
• Light red, dark red, and yellow votes are considered Detractors.
• Light green votes are considered Neutral.

Customer Effort Score = Total sum of responses ÷ Number of responses

When calculating the 'total sum of responses':

• Each dark green response is worth 5.
• Each light green response is worth 4.
• Each yellow response is worth 3.
• Each light red response is worth 2.
• Each dark red response is worth 1.

Customer Satisfaction = (Total of positive responses ÷ Total responses) x 100

• Dark green votes are counted as positive responses.
• Light green votes are counted as positive responses.
• No other responses contribute to the 'positive' count.

Insights Index = Total Score ÷ Total number of responses

The total score is calculated as follows:

• Each dark green vote is worth 100.
• Each light green vote is worth 75.
• Each yellow vote is worth 50.
• Each light red vote is worth 25.
• Each dark red vote is worth 0.

Updated on: 11/08/2023