CSAT, CES and NPS Explained by the Santa Experience
Much of our focus this holiday season is spent on our shopping experience - whether it's online or at Brick and Mortar, travel to see friends and family or entertainment.
Call me nostalgic, there's no better interaction to explain CSAT, CES and NPS than the experience of visiting Santa at your local mall.
Customer Satisfaction: The short-term happiness of the customer.
The shock of the dreaded - "Back in 5 minutes" sign vs the magic of an Elf greeting at the line, perhaps with a candy-cane or a funny joke or song. The distraction of the beautiful display, the lights and the vantage point of seeing other children smiling and engaging with the man in red.
At the end of the shift, how many Happy Faces, Neutral Faces and Frowns would be reported by each child and guardian? That's the simplest of Customer Satisfaction Scores.
Customer Effort Score: The effort the customer goes through when seeking the service.
Pre-Wi-Fi and cell phones - the never-ending long-line of children ahead of us with nothing to do. Guardians, similarly trying to navigate the narrow lines with strollers or over-heated children bundled in layers of snowsuits and their finest holiday attire. The "planning discussion" with the Elves and a guardian, ensuring all the children are in the frame. Depending on your generation, waiting for the Polaroid to develop, or having to rush to the photo studio to pick up a package.
Asking families, on a scale of Strongly Agree to Strongly Disagree, did the Mall, Santa and the Elves make it easy for the family from start to finish? The average is the Customer Effort Score.
Net Promoter Score: The overall relationship health with those who believe in Santa.
For a child, the experience of engaging with Santa - Did he rush through his chat? Spend more time with a sibling? Was he genuine in hearing about your wishes? For a guardian, did he reinforce the message of being good and did he do his best to calm a crying child to get that photo memory?
If you asked all those who engaged with Santa if they would promote Santa at that mall, and take the percentage of all of those who scored a 9 or 10, then deducted all those who scored 0 to 6, you would end up with the Net Promoter Score.
Happy holidays! Here's hoping Santa doesn't end up with a lump of coal.