What are the two most important CX metrics typically captured in a Digital Feedback program?

In the context of a Digital Feedback program, the two most important Customer Experience (CX) metrics are Customer Effort Score (CES) and Customer Satisfaction Score (CSAT). CES measures the ease with which customers can accomplish their goals while interacting with a service or product, providing a clear indication of the customer’s experience and the effort required for them to resolve an issue or complete a task. High levels of effort often lead to lower customer satisfaction and retention, hence the importance of measuring this metric.

CSAT, on the other hand, directly gauges customer satisfaction at specific touchpoints or experiences. It reflects the customers' feelings towards a product, service, or interaction at a particular point in time. Capturing both CES and CSAT provides valuable insights into not only how satisfied customers are but also how successful they feel in their interactions, allowing organizations to pinpoint areas for improvement and address potential pain points effectively.

While NPS (Net Promoter Score) is also an important metric, it primarily assesses customer loyalty and likelihood to recommend a product or service, making it less immediate in reflecting the specific experiences captured in a Digital Feedback program. Completion time is a useful operational metric, but it does not directly measure customer satisfaction or effort related to experiences. By focusing on