Survey KPI's

Indicators to take informed action and identify strenghts and weaknesses.

KPI’s are metrics that provide valuable insights that help organisations take informed actions, identify strengths and weaknesses, and allocate resources effectively. In this document, we will define several key KPIs, explain their relevance, and explore their practical applications in greater depth.

KPI: Key Performance Indicator

Insocial KPI’s

KPI		Definition

KPI		Definition
CSAT	Customer Satisfaction	How customers are feeling about a specific interaction (topic/moment).
NPS	Net Promotor Score	How likely are users to recommend your product/services to others.
CES	Customer Effort Score	Indicates the extent to which the customer must make an effort to complete an action in relation to the benefits that come with this action.
NLS	Net Loyalty Score	Measures true, long-term loyalty — how emotionally connected a customer feels to your brand over time.
CAR	Contact Avoidability Rate	Measures how many customer contacts could have been avoided with better communication, service, or information.
FCR	First Contact Resolution	Measures whether a customer’s issue was fully resolved during their first contact with support, without requiring the customer to reach out again for the same issue.
FTF	First Time Fix	Measures whether an issue was resolved correctly the first time a technician or agent attempted to fix it, without the need for rework, revisits, or further troubleshooting.
eNPS	Employee Net Promotor Score	How likely your own employees are to recommend you as employer to others.

Aspect	FCR (First Contact Resolution)	FTF (First Time Fix)

Aspect	FCR (First Contact Resolution)	FTF (First Time Fix)
Focus	Customer perspective	Employee/team perspective
Measurement	No follow-up contact needed	First action successfully resolved the issue
Commonly used in	Customer service, support desks	Field service, IT, technical support

CSAT - Customer Satisfaction

Customer Satisfaction (CSAT) focuses on short-term happiness — in other words: how satisfied is the customer following a specific interaction (topic/moment)? As a respondent, it requires little time or effort to answer, while for the organisation it provides highly valuable insights.

How CSAT is determined	When to apply CSAT?

How CSAT is determined

When to apply CSAT?

In most cases, CSAT responses are measured on a scale from 1 to 5 — with 1 indicating the lowest level of satisfaction (very dissatisfied) and 5 the highest (very satisfied). Only the responses rated 4 and 5 are typically considered “satisfied” when calculating the CSAT percentage.

Why we use a five-point scale

What an American might consider “excellent” (and rate as a 10), someone from Japan may simply describe as “good” — and score it an 8. These differences in scoring behavior are deeply rooted in cultural norms and regional expectations. A 5-point scale helps to reduce the impact of such cultural biases by offering a more universal, less granular way to express satisfaction.

After a product has been delivered
After a customer service interaction
After attending an event or using a service
After completing a booking or checkout process

CSAT is perfect when you want quick feedback about a specific moment or interaction. It’s all about short-term satisfaction: Was the customer happy with what just happened?
A good example is receiving a package you ordered — was it on time, in good condition, and as expected? CSAT captures that immediate reaction, right in the moment.

NPS - Net Promotor Score

The Net Promotor Score (NPS) will tell you how likely your customers are to recommend your company, product, or service to others. It's a way to measure overall customer loyalty. Customers are asked one simple question:
“How likely are you to recommend us to a friend or colleague?” They answer on a scale from 0 (not at all likely) to 10 (extremely likely).

How NPS is determined	When to apply NPS?

How NPS is determined

When to apply NPS?

Respondents can be divided into three groups when calculating the Net Promotor Score.

Promotors: respondents giving a score of a 9 or 10.
Passives: respondents giving a score of a 7 or 8.
Detractors: respondents giving a score of 6 and below.

To determine the NPS you subtract the number of detractors from the number of promoters, divide the result by the total number of respondents, and then multiply by 100.

If you want to measure the relationship between your customers and your brand (Brand Experience – BX).

NPS is best used when you want to understand how loyal your customers are and whether they would recommend you to others. It focuses less on the specific moment and more on the overall impression of your brand or service.
Think of it like asking: “Did this experience turn you into a fan?” A good example is how people rave about their favorite coffee spot — not just because of one cup, but because the overall experience keeps them coming back.

CES - Customer Effort Score

The Customer Effort Score (CES) indicates the extent to which the customer must make an effort to complete an action in relation to the benefits that come with this action. This can occur in various situations.

CES 1.0:

How much effort did you personally have to go through before your problem was solved?

With the CES 1.0 you ask the customer how much effort he or she has had to put in. This question comes with a 1 to 5 scale, where 1 stands for very low effort and 5 for very high effort.

CES 2.0:

{company} solved the problem easily for me.

These questions focus on how easy the company has made it for the customer. Therefore, the questions sound a little more positive. With CES 2.0, a 7 scale is used in which as the lowest grade stands for negative and the highest grade for positive.

CES 3.0:

How difficult or easy was it for you to place an order?

Bikkelhart designed a third CES. They felt that CES 1.0 had a negative connotation and that CES 2.0 might push the customer in a too positive direction as well. They can in fact be unconsciously influenced by the way the question is asked.

How CES is determined	When to apply CES?

How CES is determined

When to apply CES?

Calculate CES 1.0

Calculate CES 2.0

Calculate CES 3.0

Wants to get in touch with customer service
Wants a problem solved by customer service
Wants to order an item in a webshop
Perform an online action to webshop

The time and effort that customers have to invest to arrange something themselves has a major impact on their satisfaction. The easier it is for the customers, the more positive they will be. The benefits that come with it also have an influence. A good example to explain this is switching from an older iPhone to a newer model.

NLS - Net Loyalty Score

It's less commonly known than NPS, CSAT, or CES, but it’s gaining traction among companies that want to measure long-term customer relationships rather than one-off experiences.

How NLS is determined	When to apply NLS?

How NLS is determined

When to apply NLS?

For further clarification, please visit the following link.

After a customer has used your product/service for a longer period
During an annual customer review or feedback moment
In subscription-based models or recurring services
After a renewal, upgrade, or major milestone

NLS goes deeper than satisfaction or recommendation. It measures true, long-term loyalty — how emotionally connected a customer feels to your brand over time.
It’s like asking: “Will you still be with us next year — and would you care if we disappeared?” A strong NLS reflects a deeper bond, similar to how someone keeps returning to the same brand year after year, not just because it’s good, but because it feels like theirs.

CAR - Contact Avoidability Rate

Contact Avoidability Rate (CAR) measures how many customer contacts could have been prevented if better information, communication, or service had been provided upfront. In short: did the customer actually need to contact us?

How CAR is determined	When to apply CAR?

How CAR is determined

When to apply CAR?

CAR is typically based on internal classification or agent tagging after the conversation:

Was the issue caused by unclear instructions, missing information, or a mistake from our side?
Or was the contact unavoidable (e.g. a complex case, policy question, or technical issue)?

The percentage of avoidable contacts gives insight into how well-prepared and proactive your organisation is.

CAR is most useful when you're trying to reduce contact volume, improve self-service options, or enhance the clarity of communication.

Examples include:

A sudden spike in contacts after a product update
Repetitive questions about a policy or invoice
Contacts that only exist because of internal mistakes or unclear emails

CAR helps teams identify and eliminate root causes of avoidable friction.

FCR - First Contact Resolution

First Contact Resolution (FCR) measures whether a customer's issue was completely resolved during the first interaction, without the need for follow-up calls, emails, or transfers.

How FCR is determined	When to apply FCR?

How FCR is determined

When to apply FCR?

FCR is calculated by comparing total incoming cases to how many were fully resolved on the first contact.
This can be:

Determined by system data (no follow-ups logged)
Or measured directly via surveys ("Was your issue resolved? Yes/No")

FCR is ideal in:

Call centers and support teams
Digital help desks or live chat environments
Any high-volume service setting

It shows how effective your frontline support really is, and where improvements in processes, systems, or knowledge are needed.

FTF - First Time Fix

First Time Fix (FTF) tracks whether a customer’s problem is resolved during the very first resolution attempt.

For example, a technician visit or service call. It focuses on the efficiency and capability of the employee or team.

How FTF is determined	When to apply FTF?

How FTF is determined

When to apply FTF?

FTF is often measured by checking if additional actions were needed after the first fix attempt.
No second call, no extra visit, no escalation? That counts as a First Time Fix.

Sometimes this is based on CRM or ticketing data, and sometimes verified via customer feedback.

FTF is especially useful in:

Field service (e.g. repairs, installations)
IT helpdesk (e.g. system outages or onboarding)
Technical support (hardware, software)

If something can’t be resolved the first time, it creates delays, costs, and frustration.
FTF helps organisations improve training, tooling, and diagnostic accuracy.

eNPS - Employee Net Promotor Score

The eNPS is a KPI that you ask in an MTO (employee satisfaction survey) to gain these insights (in satisfaction and loyalty) as well, but then about your employees. You can do so by asking a question like:

On a scale of 0 to 10, to what extent would you recommend us as an employer to individuals within your network?

How eNPS is determined	When to apply eNPS?

How eNPS is determined

When to apply eNPS?

For further clarification, check out NPS.

Tracks internal sentiment in a simple, scalable way
Helps identify teams or departments with low engagement
Acts as an early warning system for retention risks
Can guide HR and leadership decisions on culture, communication, and benefits

eNPS is a metric used to measure employee loyalty and satisfaction within an organization.