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The research comes from Contentsquare ’ s Digital Happiness Pulse , which analyses the views of over 500 marketing and e-commerce professionals around the world .

While NPS is a great indicator of consumer loyalty , when it comes to tracking the real-time moods of consumers , Contentsquare found that only 13 % of marketers believed it provides an accurate representation of how customers really feel .

The report also found that the average marketer is using up to eight different digital technologies to track customer satisfaction . Despite this , 76 % say that they cannot accurately measure whether their customers are happy online . Eightyfour percent also say that they can ’ t effectively track their customers ’ mindsets and emotions across digital channels .

“ In the past , our research has looked at what makes both customers and professionals happiest ,” said Niki Hall , Chief Marketing Officer at Contentsquare . “ Marketers take huge satisfaction from knowing they are delivering great online experiences and receiving positive feedback from customers , yet the majority of them still feel they are unable to measure their consumers ’ mood online .

“ The National Get To Know Your Customers Day is the perfect time for brands to reconsider their current CX measurement approach . While Net Promoter Score still has a role to play in CX measurement , brands need more accurate , real-time insights into their customers ’ mindsets , journeys and emotions .”

To achieve this level of insight , Contentsquare recommends the adoption of ‘ experience analytics ’ technologies , building real-time profiles of customers ’ moods and preferences as they travel through the buying journey .

As Hall goes on to explain : “ Experience analytics provides organisations with a direct connection to customers – allowing marketers to understand their goals , while offering insights into the roadblocks and emotions they encounter online . This ability to understand and measure customer happiness is vital online and should go far beyond traditional NPS scores .”

The Digital Happiness Pulse is available to view online . And for all the latest digital customer journey benchmarks by industry , download the 2021 Digital Experience Benchmark report . �