Hearing what customers really think about your product is a double-edged sword. On the one hand, it is the most important piece of feedback that will push your product forward. On the other hand, the truth can sometimes hurt. Either way, product managers are a tough bunch, and they seek customer feedback wherever they go, warts and all.
But finding out what your customers actually think is tricky — interviewing them may not be a scalable strategy, and long and drawn-out surveys will often go ignored. But there are methods that many PMs employ today to figure out what’s really going on in their product.
In this week’s poll, we asked, which is the better measure of customer sentiment? CSAT (Customer Satisfaction), CES (Customer Effort Score) or NPS (Net Promoter Score). 60% of you thought that NPS was the best method, 23% went with CSAT, and only 17% with CES. Our debaters, as always, thought that it was more complicated.
Each of these metrics focuses on a slightly different thing. From a product management perspective, NPS is the closest to getting customer sentiment about your product. It is only one indicator though and it is relevant only for existing users. It needs to be complemented with qualitative research with non-customers and hard data from product engagement analytics.
None of the above
I believe it depends on the business, but, for most businesses, none of them is really effective. Real business KPIs such as conversion, engagement, and churn tend to be far more precise.
VP Product, Wix