The Customer Satisfaction Dashboard provides a comprehensive view of customer sentiment regarding a company's products or services, with the primary goal of helping organizations monitor and improve customer experiences. This dashboard aggregates key metrics to assess customer satisfaction, including:
Customer Satisfaction Score (CSAT): Measures overall customer satisfaction with specific interactions or products.
Net Promoter Score (NPS): Evaluates customer loyalty and the likelihood of recommending the company to others.
Customer Effort Score (CES): Determines the level of effort required by customers to resolve issues or complete tasks.
By visualizing these metrics over time, the dashboard enables the identification of trends and highlights areas that may need attention. This dashboard also allows deeper analysis by customer segment, product category, or geographic region, making it easier to pinpoint opportunities for improvement and ensure a better customer experience.
Customer Satisfaction Score (CSAT)
The Customer Satisfaction Score (CSAT) quantifies the level of satisfaction a customer expresses regarding a specific interaction, product, or service. CSAT is calculated based on a specific topic in the CR&A portal that addresses the question: How would you rate your satisfaction with us? Responses are captured on a 5-point scale ranging from 1 (Very Dissatisfied) to 5 (Very Satisfied).
The system analyzes customer responses by identifying predefined phrases within standardized phrase packs. These phrases are associated with satisfaction levels and contribute to the CSAT score based on their assigned weighting. For example:
Very Satisfied (Score 5): For example, exceptionally good service ~4
Satisfied (Score 4): For example, satisfied results ~3
Neutral (Score 3): For example, bland service ~3
Dissatisfied (Score 2): For example, insufficient standards ~3
Very Dissatisfied (Score 1): For example, deeply regret using ~4
Calculation:
CSAT = ((Very Satisfied Calls × 5) + (Satisfied Calls × 4) + (Neutral Calls × 3) + (Dissatisfied Calls × 2) + (Very Dissatisfied Calls × 1)) ÷ Total Number of Responses
The Total Number of Responses refers to the number of calls in which CSAT phrases are detected. Calls with no matching phrases are ignored.
Benchmark:
Good: Above 70% → Strong to exceptional satisfaction
Average: 60%–70% → Industry standard performance
Poor: Below 60% → Needs improvement
Note
In highly competitive industries like SaaS, “good” scores are typically above 70%.
Net Promoter Score (NPS)
The Net Promoter Score (NPS) gauges customer loyalty and advocacy by assessing how likely customers are to recommend a business, product, or service. In the CR&A portal, NPS is tracked as a distinct topic, with phrase packs linked to categorize feedback.
Responses are mapped to a 3-point scale:
Promoters (Score 3): Highly satisfied, loyal, and likely to recommend. For example, totally impressed quality ~4
Passives (Score 2): Generally satisfied but not enthusiastic. For example, average sort experience ~4
Detractors (Score 1): Dissatisfied and at risk of negative word-of-mouth. For example, diabolical service throughout ~4
Calculation:
NPS = (Promoters ÷ Total Responses) – (Detractors ÷ Total Responses)
Passives are excluded from the calculation. Calls with no matching phrases are ignored.
Benchmark:
Good: Above +30 → Strong loyalty
Average: 0 to +30 → Standard performance
Poor: Below 0 → More detractors than promoters
Industry Average: Around +17
Note
NPS varies widely by industry: e.g., specialty retail ~+56, internet services ~–3
Customer Effort Score (CES)
The Customer Effort Score (CES) quantifies how easy or difficult customers perceive their interaction to be, focusing on friction reduction. CES is derived from responses to: "How easy was it to interact with us?"
Responses are categorized on a 5-point scale:
Very Easy (Score 1): e.g., “zero difficulties whatsoever ~4”
Easy (Score 2): e.g., “generally uncomplicated process ~4”
Neutral (Score 3): e.g., “standard complexity level ~4”
Difficult (Score 4): e.g., “far too complicated ~4”
Very Difficult (Score 5): e.g., “insufferably complex ~3”
Calculation:
CES = ((Very Easy Calls × 1) + (Easy Calls × 2) + (Neutral Calls × 3) + (Difficult Calls × 4) + (Very Difficult Calls × 5)) ÷ Total Number of Responses
Lower scores indicate a better experience (less effort required). Calls without matching phrases are ignored.
Benchmark:
Good: 1.0 – 2.5 (Low effort)
Average: 2.6 – 3.5 (Moderate effort)
Poor: 3.6 – 5.0 (High effort)
Industry Average: ~3.0
Percentage conversion formula:
(Score – 1) ÷ 4 × 100
Displayed Visuals
Customer Satisfaction KPI Card
This visual displays CSAT, NPS, and CES with:
Month on Month (MoM) Percentage Difference: The percentage change in the metric’s value compared to the previous month.
Positive Engagements: The number of positive feedback instances contributing to the metric.
Neutral Engagements: The number of neutral feedback instances contributing to the metric.
Negative Engagements: The number of negative feedback instances contributing to the metric.
This visual also provides a unified view of the current standing and recent performance trajectory of the core customer satisfaction indicators. This allows for a quick comparison of performance across different metrics and an immediate understanding of whether satisfaction and loyalty are improving or declining. The inclusion of positive, neutral, and negative engagement volume provides context to the score changes.
Customer Satisfaction Metrics by Agent
This visual compares individual agent performance across CSAT, NPS, and CES to identify top performers and those needing support.
This visual provides a granular view of customer satisfaction performance at the individual agent level. This enables targeted interventions, such as recognizing high-performing agents and providing coaching or training to those with lower scores. By comparing metrics across agents, you can identify best practices and potential inconsistencies in service delivery. This visual supports efforts to improve overall customer satisfaction by focusing on agent-specific performance.
Interactions by Sentiment Group
This visual illustrates the distribution of customer interactions based on the sentiment expressed within them. This provides a clear understanding of the overall categorization of customer feedback and highlights the proportion of Positive, Neutral, and Negative interactions.
In the donut chart where the whole circle represents the total number of customer interactions, and each segment represents a sentiment group (Positive, Neutral, Negative). The size of each segment is proportional to the number or percentage of interactions belonging to that sentiment.
This visual offers a high-level overview of customer sentiment trends within the collected interactions. A larger positive segment indicates a generally positive categorization of customer feedback, while a significant negative segment may signal areas needing attention. The neutral segment provides context on the volume of feedback that is not strongly categorized as positive or negative. This visual helps in quickly assessing the overall customer sentiment categorization and identifying potential areas of concern or success.
Customer Satisfaction Call Listing
This visual provides a detailed, granular view of recent customer interactions, along with the associated satisfaction scores, and direct access to the underlying conversation data. The data table displays individual customer calls as rows. Key columns include Date or Time of call, Agent involved, CES score, CSAT score, and NPS score. This visual provides a detailed examination of individual customer interactions, allowing for the correlation of satisfaction scores with the actual conversation content.
Customer Satisfaction Scores by Date
This visual allows you to visualize the evolution of the overall CSAT, NPS, and CES scores over time. This allows for the identification of trends, patterns, and potential fluctuations in each metric, helping to assess the impact of changes or events on overall customer satisfaction and loyalty. This visual provides a dynamic and comparative view of customer satisfaction and loyalty over time. By observing the trends of all three metrics simultaneously, analytics users can gain a more comprehensive understanding of customer sentiment and identify any correlations or divergences in their movements. This helps in evaluating the long-term impact of strategies across different facets of customer experience and proactively address any negative trajectories or capitalize on positive momentum.
Customer Satisfaction by Agent Heat Map
This visual allows you to visualize the performance of individual agents across various satisfaction metrics, allowing for quick identification of high and low performers. The matrix visually represents each agent, with their individual CES, CSAT, and NPS scores clearly presented thereby providing a visual representation of agent performance across key satisfaction indicators, enabling managers to quickly identify top performers, those needing coaching, and potential trends for specific agents or across different metrics.
Workflow and Interactivity
Review the KPI Card to see high-level satisfaction trends and changes.
Drill down into agent performance via the Metrics by Agent chart and Agent Heat Map.
Assess overall sentiment using the Sentiment Group donut chart.
Investigate specific calls using the Call Listing table for score-to-conversation context.
Track long-term trends with the Scores by Date chart.