A metric that quantifies customer sentiment based on post-interaction surveys or feedback forms.

What it Measures ?

What customers think about your product/service.

Relevant StakeHolders 

CX Teams, Product Teams

In-depth Use Case / Real-world Example

Customer Feedback Score (CFS) is essential for gauging how marketing and service efforts are perceived by your target audience. It is typically captured through survey responses following an interaction, purchase, or campaign, and can be expressed using a numerical rating (e.g., 1–10) or qualitative scoring (e.g., “Very Satisfied” to “Very Dissatisfied”). For a manufacturing business, collecting this feedback can occur after trade show interactions, product demonstrations, customer onboarding, or post-sales service touchpoints. CFS helps marketing teams understand the effectiveness of their messaging, content clarity, and the overall brand experience being delivered. For example, if customers consistently rate low after engaging with a technical webinar, it may highlight a misalignment in content quality or expectations. On the other hand, high feedback scores after sending out a how-to guide or calculator tool may reinforce the utility of educational, problem-solving content. This metric also guides campaign improvement—identifying what topics, formats, or presenters connect best with your industrial audience. Monitoring trends in feedback scores over time enables teams to take corrective action, like refining email communication or restructuring a campaign journey. In B2B manufacturing, where purchase cycles are long and involve multiple stakeholders, building consistent positive impressions is key to nurturing leads and brand loyalty. CFS, when analyzed alongside KPIs like NPS or engagement rates, becomes a valuable pulse check on brand perception, campaign relevance, and customer satisfaction.