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Measuring Customer Feedback Metrics with Zonka Feedback
Measuring Customer Feedback Metrics with Zonka Feedback
Sonika Mehta avatar
Written by Sonika Mehta
Updated over a week ago

In Zonka Feedback tool, the feedback can be analyzed with the help of reports that get generated through the software. Each report consists of data which get calculated with the help of metrics like Customer Satisfaction Score (CSAT), NPS (Net Promoter Score) and Customer Effort Score (CES). Below are brief explanations about each of them :-


CSAT  (Customer Satisfaction Score) - Customer Satisfaction Score (CSAT) is one of the customer satisfaction survey methodologies which is used to measure customer satisfaction in a business, purchase, or interaction. This makes it easier to find business flaws and improve the customer experience. The score in this methodology can be customized as per an individual company standards and is calculated on 5, 10 & 100 rating scales. The three parameters in CSAT score are :-

  • Negative

  • Neutral

  • Positive 

The above three parameters score can be defined on a 5/10/100 scale rating given in the system. Below is an example on a 10 pointer scale :- 

For Negative rating - Keep the score greater than or equal to 0 and less than 5.

For Neutral rating - Keep the score greater than 5 and less than or equal to 8.

For Positive rating - Keep the score greater than 8 and less than or equal to 10.


Below are the steps to set up the CSAT score in the system :-

  1. Go to the survey editor and click on the settings on top left and side.

  2. After clicking on the settings, you find a dialogue box with a rating option in it. Under that you will find a slider.

  3. Select the given rating options to select 5 or 10 or 100 scale. 

  4. Adjust the slider to rate the negative, neutral and positive rating as per your company standards.

Net Promoter Score (NPS) :- NPS stands for Net Promoter Score which is a metric used in customer experience programs. NPS measures the loyalty of customers to a company. NPS scores are measured with a single question survey and reported with a number from -100 to +100, a higher score is desirable

Example of NPS question - How likely is it that you would recommend [Organization X/Product Y/Service Z] to a friend or colleague?


Respondents give a rating between 0 (not at all likely) and 10 (extremely likely) and, depending on their response, customers fall into one of 3 categories to establish an NPS score:

Promoters - respond with a score of 9 or 10 and are typically loyal and enthusiastic customers. 


Passives - respond with a score of 7 or 8. They are satisfied with your service but not happy enough to be considered promoters.


Detractors respond with a score of 0 to 6. These are unhappy customers who are unlikely to buy from you again, and may even discourage others from buying from you.


It’s simple to calculate your NPS score. The formula for calculating NPS score is - 

% Promoters - % Detractors = NPS Score 


For example, if 10% of respondents are Detractors, 20% are Passives and 70% are Promoters, your NPS score would be 70-10 = 60 


To get the NPS score, the NPS scores of individual respondents are calculated and then divided by the number of respondents.

Customer Effort Score (CES) - Customer Effort Score (CES) is a single-item metric that measures how much effort a customer has to exert to get an issue resolved, a request fulfilled, a product purchased/returned or a question answered.


CES surveys typically ask the question, “on a scale of ‘very easy’ to ‘very difficult’, how easy was it to interact with [company name].” The idea is that customers are more loyal to a product or service that is easier to use.


CES score is calculated by adding the total CES scores of respondents divided by the number of respondents.

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