How to measure and monitor your marketing, sales and customer experience performance
Tools & Resources
Key learnings
- Net Promoter Score (NPS) is a simple but powerful way to track overall customer satisfaction and loyalty over time.
- Measuring each stage of the customer journey helps identify where you’re gaining or losing potential customers.
- Tools like Google Analytics and CRM systems can provide clear insights into what’s working – and what’s not.
- Tracking key metrics regularly helps you make smarter decisions, improve return on investment (ROI) and grow more sustainably.
Measuring what’s working – and what’s not – can feel daunting, but it’s essential to growing your business. Whether you’re checking your reach, tracking customer enquiries or assessing loyalty, monitoring your marketing, sales and customer experience activities will help you make better decisions and use your resources more effectively. In this article, we'll explain how to choose the right performance measures and use them to improve results across the full customer journey.
Net Promoter Score (NPS)
A strong headline measure for customer experience is your Net Promoter Score (NPS) — which asks how likely a customer is to recommend you.
It works like a business health check:
- A dip in your NPS may signal something needs to be investigated.
- A rising NPS could reflect improving satisfaction, loyalty or service quality.
You can calculate it by surveying customers with the question: On a scale of 0–10, how likely are you to recommend us to others?
Responses are grouped into:
- Promoters (9–10) – loyal enthusiasts
- Passives (7–8) – satisfied but unenthusiastic
- Detractors (0–6) – unhappy customers
Subtract the percentage of Detractors from the percentage of Promoters to get your NPS.
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