It is often asked how should one know which key performance indicator they should use to measure their Customer Experience. Ideally, a Customer Experience KPI is a number that you can follow on regular bases to evaluate if your company is moving towards your business and Customer Experience goals. Each KPI plays here its own role.

First, I would like to remind you that different metrics are created for different purposes. Makes a lot of sense, but it is often forgotten when choosing a metric to measure. Now, to find the KPI that matches your CX and business needs, you will need to find a metric that is built for filling your purpose.

The first step is to ask yourself “what is my goal” and then “how can I measure if I have achieved my goal”. We suggest defining goals for every customer journey stage. This will help you get started with the evaluation about what could be the key KPI you should measure and use to follow your progress towards your business and CX goals.

For further analysis in finding the KPI that will fit best your needs, please see the Customer Experience main KPIs comparison table below that describes the four most popular metrics measured in Customer Experience – Emotional Value Index (EVI®), Customer Effort Score (CES), Customer Satisfaction Score (CSAT), Net Promoter Score (NPS).

CX KPI Comparison Table by Feedbackly

For further information about the four above and two additional valuable CX KPIs, check also the blog article Customer Experience KPIs: The Hall of Fame.


Download this free eBook to learn more about measuring emotions:

Free eBook: Emotional Value Index (EVI) - The next big thing in CX since the NPS


Evely Kaasiku

Evely is Feedbackly’s Marketing Manager. She is responsible for all the communication at Feedbackly. She is a real queen of numbers and tables at her work. In her free time, she likes orienteering – running with a map and compass in forests around the world. In fact, she belongs among the best orienteers in the world.

CES comparison CSAT Customer Effort Score customer experience Customer Satisfaction Score cx emotional value index EVI kpi net promoter score NPS