Build a CX Program with FormsVault and Google Forms

Loyalty is the most widely used customer feedback metric in the world. The methodology is simple: ask customers 'How likely are you to recommend us to a friend or colleague?' on a 0–10 scale. Score 9–10 are Promoters, 7–8 are Passives, 0–6 are Detractors.

Loyalty Score = % Promoters – % Detractors.

FormsVault generates a complete customer loyalty survey — including the core customer loyalty question with proper 0–10 labelling, a follow-up open-ended 'what's the main reason for your score?' question, and 3–4 supporting satisfaction questions — in under 60 seconds. The Form Insights panel then calculates your loyalty score, segments Promoters/Passives/ Detractors, and surfaces the top themes from open-ended responses across each segment.

CSAT measures satisfaction after a specific customer interaction — a support ticket, a purchase, an onboarding session, a product feature release. Unlike Loyalty (which measures overall relationship sentiment), CSAT is transactional: it captures how a customer felt about one specific moment when interacting with your business/brand. CSAT surveys are most effective when deployed immediately after the triggering interaction — within 24 hours for support tickets, and within 48 hours for onboarding sessions.

FormsVault generates a CSAT survey in under 60 seconds. The standard format: one1–5 satisfaction rating with anchored endpoints, one'what was the main reason for your rating?' open-ended follow-up, and oneoptional 'what could we do better?' prompt.

Customer Effort Score measures how easy or difficult a specific interaction was. Research from Gartner shows that consistently reducing customer effort is more reliably correlated with loyalty than increasing delight. Customers churn when they have to work hard to resolve an issue — even if the issue eventually gets resolved.

CES uses a simple question: 'How easy was it to [resolve your issue / complete your onboarding / find the information you needed]?' on a 1–5 or 1–7 scale (1 = Very difficult, 5/7 = Very easy). A CES below 3 on a 5-point scale is a strong churn signal.

FormsVault’s Form Insights treats a low CES score the same way it treats a low loyalty or high churn risk → as an Immediate action trigger. CSAT surveys that returns a CES average of 2.4 will generate an 'Immediate: review and simplify the [specific process] within this [timeline]'recommendation backed by specific survey response data.

The primary metric in a CX program isn't Loyalty or CSAT — it's action rate, i.e. the proportion of insights that result in a definite change. A CX program that collects response data and generates insights but doesn't change anything is redundant — it just consumes time without producing value and creates false confidence that the business is listening to its customers.

FormsVault's Immediate / Tactical / Strategicaction framework is designed specifically to drive action rate. The ‘Immediate’ recommendation is something you can do today — call a specific at-risk account, fix a specific UI bug, issue a specific communication. The ‘Tactical’ recommendation goes into the next sprint or project bucket. The ‘Strategic’ recommendation goes into the next planning cycle. This tiering removes the most commonly used excuse for inaction: 'I know there's an issue but I don't know what to prioritise.'