Customer experience isn’t just about resolving complaints—it’s about building trust. And when brands fail to meet customer expectations, frustration doesn’t stay behind closed doors. It finds a voice on social media.
At the ET MarTech Leaders Meetup in Gurgaon, Saurabh Agrawal, Founder & CEO of DAiOM, led a session on “Measuring Great Customer Experience”, where he talked about conventional CX measurement methods.
He highlighted why traditional metrics like NPS (Net Promoter Score) and CSAT (Customer Satisfaction Score) fail to capture the full picture and how brands can use data-driven insights to enhance customer trust and drive growth.
Why Social Media Complaints Are a Symptom, Not the Problem?
Many brands are pulling back from platforms like X (formerly Twitter), fearing negative feedback. But as Saurabh explained, social media outrage is rarely the starting point of customer dissatisfaction. Instead, it is often the last resort.
The typical journey of an unhappy customer:
- They raise a support ticket – expecting a resolution.
- They contact customer service – hoping for direct assistance.
- If ignored or frustrated, they turn to social media – to vent their concerns publicly.
In fact, 61% of people use social media to share negative experiences, reinforcing the fact that poor internal resolution—not social media itself—is the real issue.
Brands don’t need to fear social media. Instead, they should focus on resolving customer concerns early, preventing the need for public complaints.
The Problem with Traditional CX Metrics Like NPS and CSAT
Most companies rely on NPS (Net Promoter Score) and CSAT (Customer Satisfaction Score) to measure customer experience, but these metrics often give a misleading sense of success.
Read more – Strong Customer Experience is the Biggest Growth Driver
What’s Wrong with NPS?
NPS is designed to measure customer loyalty by asking:
“How likely are you to recommend our company to a friend or colleague?”
However, many brands manipulate their NPS scores through:
- Influencing customers to rate them 9 or 10 instead of providing honest feedback.
- Incentive programs designed to encourage high ratings.
- Surveying a small, biased sample (~10% response rate) that doesn’t reflect the overall customer base.
What About CSAT?
CSAT asks customers how satisfied they are after an issue is resolved. While useful, it only captures feedback from those who report problems, ignoring silent dissatisfaction from other customers.
The result? Companies with high NPS and CSAT scores may think they’re delivering great experiences, while hidden frustrations continue to grow.
A Better Approach: Focus on Customer Effort & Perfect Order
Instead of chasing inflated NPS and CSAT scores, brands should prioritize internal metrics that truly reflect customer experience.
1. Customer Effort Score (CES): The True Predictor of Customer Loyalty
According to a study by Harvard Business Review, customer effort is 40% more accurate at predicting loyalty than satisfaction scores.
Instead of asking “Are you satisfied?”, brands should ask:
“How easy was it to get your problem resolved?”
Customers who experience frictionless support and service are more likely to stay loyal.
Read more – Stuck with Negative Reviews on Social Media? Customer Effort Score is what you need!
2. Perfect Order Rate: The Benchmark for Consistency
Inspired by Amazon, this metric measures how often an order is delivered without errors, delays, or complaints.
It focuses on:
- On-time delivery
- Correct product fulfillment
- Seamless transaction experience
A high Perfect Order Rate signals operational excellence, ensuring customers receive what they expect every time.
CX Is a Growth Lever, Not Just a Service Metric
Customer experience isn’t just about avoiding complaints—it’s a direct driver of organic growth.
Saurabh emphasized that CX should be measured honestly, using internal KPIs that highlight real service quality. Brands that focus on reducing customer effort and improving order accuracy will:
- Reduce social media complaints
- Enhance customer trust
- Drive long-term loyalty and revenue growth
Key Takeaways from the Session:
- Social media backlash is preventable—most complaints stem from poor internal resolution.
- NPS and CSAT are not enough—true CX measurement goes beyond customer-reported feedback.
- Lowering customer effort and ensuring a “Perfect Order” experience leads to higher growth.
- Customer experience isn’t just a support function—it’s a critical growth strategy.
By adopting data-driven CX measurement, businesses can turn customer experience into their biggest competitive advantage.