You can't improve what you don't measure. But in the world of CX, there are dozens of metrics. Which ones actually matter?
1. Net Promoter Score (NPS)
The classic "Would you recommend us?" metric. It measures long-term loyalty and overall brand sentiment. High NPS correlates strongly with organic growth.
2. Customer Satisfaction Score (CSAT)
Usually asked right after an interaction (e.g., "How would you rate this chat?"). It measures short-term satisfaction with a specific event.
3. Customer Effort Score (CES)
"How easy was it to handle your issue?" This is becoming the most predictive metric for repurchase loyalty. Customers want easy experiences more than they want "delightful" ones.
4. Average Handle Time (AHT) vs. Quality
Be careful with AHT. If you push agents to close tickets too fast, FCR (First Contact Resolution) and CSAT will drop. Use AHT for staffing, not for punishing agents.
The key is to view these metrics together, not in isolation, to get a holistic view of your customer health.