Satisfaction Indexes

Learning Statement: In this article you’ll learn why the using an index such as Net Promoter Score is important. You’ll also learn how the various index options are calculated by OMBEA.
Audience: This article is aimed at all OMBEA ExpressPod users.


When using OMBEA smiley questions to understand satisfaction you can expect a lot of feedback. While you can see how many people chose each emoji, the real power of a smiley question lies in something called its ‘index’. This is a single number that OMBEA Insights calculates from the results. The index represents the balanced total of all your results.

The image below shows a typical chart with a Net Promoter Score Index overlaid.

OMBEA Insights Dashboard Net Promoter Score

OMBEA offers four index types:

  • Net Promoter Score (NPS).
  • Customer Effort Score (CES).
  • Customer Satisfaction (CSAT).
  • OMBEA Insights Index.

How to choose the right index for your scenario

Net Promoter Score (NPS)

  • NPS measures the likelihood that somebody will recommend you to others.
  • When responding to NPS, your customer typically considers all factors that affected their experience, across all touchpoints.
  • An NPS question follows the form: How likely are you to recommend xxx?
  • The index ranges from -100 to +100.

Customer Effort Score (CES)

  • CES measures how easy your customer found it to do something.
  • When responding to CES, your customer typically considers a narrow range of touchpoints.
  • A CES question follows the form: How easy was it for you to xxx?
  • The index ranges from 0 to 5.

Customer Satisfaction (CSAT)

  • CSAT measures your customer’s immediate or short-term sentiment.
  • When responding to CES, your customer typically considers a single interaction in the present moment.
  • A CSAT question follows the form: How satisfied were you with xxx today?
  • The index ranges from 0 to 100.

OMBEA Insights Index

  • This is the default index.
  • You should use this index when none of the other choices fit your scenario.
  • The Insights Index ranges from 0 to 100.

How the indices are calculated

Net Promoter Score = Percentage of Promoters - Percentage of Detractors

Promoters and Detractors are defined as follows:

  • Dark green votes are considered Promoters.
  • Light red, dark red, and yellow votes are considered Detractors.
  • Light green votes are considered Neutral.

Customer Effort Score = Total sum of responses ÷ Number of responses

When calculating the ‘total sum of responses’:

  • Each dark green response is worth 5.

  • Each light green response is worth 4.

  • Each yellow response is worth 3.

  • Each light red response is worth 2.

  • Each dark red response is worth 1.

Customer Satisfaction = (Total of positive responses ÷ Total responses) x 100

  • Dark green votes are counted as positive responses.
  • Light green votes are counted as positive responses.
  • No other responses contribute to the ‘positive’ count.

Insights Index = Total Score ÷ Total number of responses

The total score is calculated as follows:

  • Each dark green vote is worth 100.
  • Each light green vote is worth 75.
  • Each yellow vote is worth 50.
  • Each light red vote is worth 25.
  • Each dark red vote is worth 0.