Marketing Metrics for Customer Feedback

Customer feedback is essentially their perception of the product or service you offered, it can be influenced by their expectations but the measurement is taken proceed their consumption of your offering.

These metrics indicate how happy the customer was with the organisation’s market offering. Bendle (et al. 2016) include customer satisfaction, willingness to recommend, net promoter score in their customer feedback metrics.

Customer Satisfaction

Is expressed as a percentage that reflects how many customers had their expectations exceeding the pre-determined satisfaction goals (Bendle et al. 2016). A high satisfaction percentage can be a good indication of future purchase while any dissatisfaction may bring to light issues that may need to be addressed. There can be some issues with accuracy as there is with any survey data.

Willingness to Recommend

As it may sound, this metric reflects the customers who indicate they would recommend the product/service to family of friends and is collected through survey data (Bendle et al. 2016). It is hard to measure the flow on effect but it does reflect a higher level of loyalty and word-of-mouth marketing can be extremely effective.

Net Promoter Score (NPS)

This is an additional means of measuring willingness to recommend. This is a relatively simple means that compares the scores of respondents with 9-10 in contrast with those scoring 6 or below to come out with a net score. The end percentage, if positive reflects a good level of satisfaction but 0% can simply mean equal advocates and negative respondents. The other flaw to this measure is the inability to indicate causes of poor satisfaction and simply diagnoses when it occurs (Bendle et al. 2016).


Bendle, NT, PW Farris, PE Pfeifer & DJ Reibstein (2016) Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, 3rd edition. Pearson: New Jersey


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