Qualtrics, a leader in experience management software, offers a suite of tools that enable organizations to collect and analyze data for various aspects of customer, employee, brand, and product experiences.

The dataset depicted in the ¨Customer Experience Analysis¨dashboard can be generated through Qualtrics´powerful survey platform, which captures a wide range of data through customized feedback collection methods.

Today, we will dive into an insightful analysis of customer experience metrics, delving into the Customer Effort Score (CES), Net Promoter Score (NPS), and Customer Satisfaction Rating (CSAT). These key performance indicators provide a multidimensional view of customer feedback, revealing areas of strength and opportunities for improvement.

Customer Satisfaction Score (CSAT)

Let´s begin with the Customer Satisfaction Score (CSAT). CSAT is a key performance indicator that measures how satisfied customers are with the company’s product, services, or experiences.

Before we delve into CSAT analysis, let’s first look at the different filters/slicers that can be interacted with. At the top left of the dashboard, you will find two such interactive elements, or filters, labeled ¨Year¨and ¨Region¨. The ¨Year¨filter appears to allow selection across multiple years – 2020, 2021 and 2022, allowing the user to focus on customer satisfaction data from any individual year to compare across years. This can reveal trends over time, such as improvements or declines in customer satisfaction, or the impact of specific business initiatives and market conditions on customer perceptions. Adjacent to the ¨Year¨ filter is the ¨Region¨filter with options to select various global regions: ¨Asia Pacific,¨ Ëurope, ¨ ¨Latin America,¨ ¨Middle East & Africa,¨ ¨North America,¨and ¨Select all¨option for an aggregate view. By engaging with this filter, user can dissect CSAT scores geographically, allowing for a nuanced analysis of regional customer satisfaction. This insight can be pivotal for regional strategy development, and understanding the effectiveness of localized customer service efforts.

The overall average CSAT score is 3.00 along with a total count of 1000 respondents providing a quick snapshot of overall satisfaction. The CSAT Over Year line graph shows the fluctuations in the average CSAT score over the years of 2020, 2021, and 2022, indicating the changes in customer satisfaction level over time. Next, a horizontal bar graph breaks down the total responses by CSAT score, showing how many customers rated their experience from one to five stars. This score is typically gathered through surveys where customers rate their satisfaction on a scale of 1 to 5, often ranging from “very unsatisfied” to “very satisfied.” 

A world map visual indicates the distribution of responses from different regions, with varying circle sizes representing the average CSAT score. Meanwhile, gender distribution bar chart compares the number of responses by gender for each CSAT score, offering insights into gender-related satisfaction trends. Whereas age group bar chart displays the CSAT scores across different age groups, helping to understand which age demographics are most or least satisfied.

Net Promoter Score (NPS)

Net Promoter Score (NPS). NPS is a metric in market research used to measure customer experience, the likelihood of customers recommending a brand and to predict business growth. This measure involves querying participants to rate their likelihood of endorsing a brand on a scale from 0 to 10, where 0 signifies an absolute unwillingness to recommend, and 10 represents a full-fledged endorsement.

NPS is categorized into three distinct groups:

Those scoring between 0 and 6 are labeled as Detractors. These individuals are discontent with the brand and its offerings, showing minimal likelihood of repeat business and a tendency to disseminate negative feedback.

Scores of 7 and 8 identify Passives. This group is neither dissatisfied nor devotedly loyal to the brand, making them vulnerable to switching allegiances for better offers from competitors.

Finally, individuals scoring 9 or 10 are tagged as Promoters. This enthusiastic segment is highly satisfied and likely to actively promote the brand, making them prime targets for loyalty initiatives and additional sales opportunities.

To determine the NPS, one calculates the difference in the proportion of Promoters and Detractors, expressed as a percentage of the total respondents:

NPS = ((Promoters – Detractors) / Total Respondents) * 100

Let’s look at the different slicers available for NPS dashboard. Note that these slicers are also used in CES which will be discussed in the next section. At the top left, there are five slicers that present a gateway to a customized data exploration experience. These slicers serve as the dashboard’s interactive compass, enabling users to navigate the vast sea of data with precision.

The ‘Respondent Year & Quarter’ slicer offers temporal control, allowing for a focused analysis of selected timeframes, shedding light on evolving trends and the impact of time-specific strategies.

Delving into demographics, the ‘Region’ slicer sharpens the lens on customer feedback, providing valuable insights into geographical variations in satisfaction and enabling regional performance comparisons.

The ‘Transaction Type’ slicer filters the data by the nature of customer interactions, such as purchases, service inquiries or support service, offering clarity on which experiences are resonating positively or negatively with customers.

Similarly, the ‘Product’ slicer allows for an in-depth look at individual products, offering a granular view of customer sentiment that can directly influence product strategy.

Lastly, the ‘Department Unit’ slicer slices through the organizational layers, revealing the performance of different company divisions in delivering satisfactory customer experiences. Collectively, these slicers transform the dashboard from a static display into a dynamic tool for targeted analysis and informed decision-making.

The dashboard shows the company’s health through the lens of NPS. The overall Net Promoter Score is 42.50%, a balanced metric distilled from customer feedback. Accompanying this are the ‘Promoters%’ and ‘Detractors%’ metrics, standing at 70% and 27.50% respectively, and the ‘Total Respondent’ count, offering a bird’s-eye view of customer advocacy potential across the surveyed 1,000 respondents.

A line graph showcases the NPS Score Over Time, with its crests and troughs across 2020, 2021, and 2022, mapping out the customer’s journey with the business. This visual tells a story of change, stability, and reaction to customer-centric initiatives over time.

Next, we have a bar graph segmenting the NPS Score by Product, a critical analysis that dissects the promoters’ distribution across different offerings. This breakdown helps pinpoint which products are excelling in customer satisfaction and which may require additional attention.

Two key visualizations come next — one detailing the percentage of promoters by comments and another showcasing the detractors by comments. These bars represent the voice of the customer, giving life to the numbers, offering a qualitative aspect by categorizing the comments from ‘Very Satisfied’ to ‘Very Dissatisfied´.

Customer Effort Score (CES)

Finally, our last focus will be the Customer Effort Score (CES). CES is a measure that reflects the ease with which customers can interact with a company’s services or products.

Our data shows a CES of 4.19, indicating that, on average how easy customers feel at ease to interact with the company’s services or products.

The CES is calculated by averaging the responses:

CES = (the total sum of your CES scores) / (the number of responses you have received)

Colored from red to green, the bar provides immediate visual feedback on where the score stands relative to the scale. To the right, a line graph elegantly maps out the CES Score Over Time, tracing its trajectory across the years 2020, 2021, and 2022. This chart provides a historical view of the customer effort, allowing businesses to track improvements or regressions in the ease of customer interactions.

Below it, the CES and NPS Development Over Time graph reveals the interconnected paths of customer effort and loyalty. The dual lines plot the CES against the NPS, offering a visual correlation between the ease of the customer experience and their likelihood to recommend the company to others.

Moving back to the left, we encounter the Pricing Perception breakdown. This colorful display categorizes customer perceptions of pricing into ‘Cheap,’ ‘Just Right,’ and ‘Expensive,’ with percentages clearly labeled, giving a quick snapshot of customer sentiment regarding the company’s pricing strategy. Total Responses by Comments” in the center of the dashboard offers a vivid encapsulation of customer sentiments culled from their feedback.

Dominating the chart is the ‘Neutral’ segment, which boasts the highest percentage of responses, indicating that most customers felt neither particularly positive nor negative about their experience.


These metrics serve as a compass for the company’s customer experience strategy. They point out that while customers find the interactions relatively straightforward, there’s a moderate chance they would recommend the company to others, and satisfaction levels are average.

Do you also use Qualtrics to understand your customer’s experience?

Contact us, and our team will be more than happy to help!


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