Identify the Customer Satisfaction Metrics That Matter

Understand what truly keeps your customer satisfied. Measure what matters to improve customer experience and increase satisfaction and advocacy. 

Thought Model: Identify the Customer Satisfaction Metrics That Matter

Member Challenge

This research is helpful in cases where there is a lack of:

  • Understanding of what is truly driving customer satisfaction or dissatisfaction.
  • Insight into who our satisfied and dissatisfied customers are.
  • A system for early detection of declines in satisfaction.
  • Clarity on what to improve and how resources should be allocated.

Our Advice

Critical Insight

All companies measure satisfaction in some way, but many lack understanding of what’s truly driving customers to stay or leave. By understanding the true drivers of satisfaction, organizations can measure and monitor satisfaction more effectively, pull actionable insights and feedback, and make changes to products and services that customers really care about and will keep them coming back to you to have their needs met.


  • Use of metrics that don’t provide the insight needed to make impactful changes that will boost satisfaction and, ultimately, retention and profit.
  • Lack of a clear definition of what satisfaction means to customers, metric definitions and/or standard methods of measurement, and a consistent monitoring cadence.

Impact and Result

  • Understanding of who your satisfied and dissatisfied customers are.
  • Understanding of the true drivers of satisfaction and dissatisfaction among your customer segments.
  • Establish a repeatable process and cadence for effective satisfaction measurement and monitoring.
  • Develop an executable customer satisfaction improvement plan that identifies customer journey pain points and areas of dissatisfaction and outlines how to improve them.
  • Know where money, time, and resources are needed most to improve satisfaction levels and ultimately retention.

Research & Tools

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1. Identify the Customer Satisfaction Metrics That Matter – A step-by-step overview of how to understand what drives customer satisfaction and how to measure and manage it for improved business outcomes.

Understand the true drivers of customer satisfaction and build a process for managing and improving customer satisfaction.

This storyboard will help you understand the true drivers of satisfaction for your customers, what metrics to measure and monitor, and develop a plan for how to improve satisfaction.

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Identify the Customer Satisfaction Metrics That Matter

2. Customer Satisfaction Metric Diagnostic - Determine which CSAT metrics you should really be measuring.

This worksheet will help you determine your top satisfaction drivers, assess metrics, and develop KPIs and a plan for measurement.

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Customer Satisfaction Metrics Diagnostic

3. Customer Satisfaction Metric Library – Find the right metrics and definitions.

Use this library as a reference for metric selection, assessment, and definition.

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Customer Satisfaction Metrics Library

4. Customer Satisfaction Executive Presentation Template – Make the case for the right CSAT metrics.

Use this presentation to present your findings and recommendations to executives.

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Executive Presentation Template

5. Customer Satisfaction Performance Update Template – Effectively manage CSAT improvement.

Use this presentation to discuss and manage CSAT improvement progress with team members.

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Performance Update Template