We’re all familiar with the credo that the customer is king, but it’s certainly hard to learn from the customer experience if you aren’t listening. . Social media has opened up an entirely new era of communication between customers and brands. However, you need to learn how to listen, and most importantly, filter out the noise. 96% of unhappy customers will never share their experience with a brand, and there’s a 91%  chance they’ll never purchase again.Today’s CMOs need to develop a set of tried-and-true social media metrics focus to capture real-time insights on brand perception. The following web metrics are critical for the enterprise marketer:

1. Net Promoter Score

Americans tell an average of 15 people about a good experience, and 24 about a negative one. Net Promoter Score (NPS®), focuses on dividng your customers into three categories: promoters, passives, and detractors. By asking in a survey, “How likely is it that you would recommend [Us] to a friend or colleague?”, you can determine the direction word-of-mouth conversations about your brand are headed.

2. Website Referral Traffic

Sometimes, clicks speak much-louder than words. More specifically, click-throughs can speaks volumes about the types of content and social media channels that are driving traffic to your website. Most web analytics tools filter through the source of your website traffic.  With the help of closed loop analytics, referral traffic can be a tool for determining the campaigns that are generating leads, and closing sales.

3. Share of Voice

Capturing a share of voice on social media platforms has some guaranteed positive elements, in that you’re gaining more attention among social consumers than your competition. Track how often your brand is discussed in comparison to your competitors, even if you’re not directly mentioned.

4. Talking About This

It goes without saying that this metric isn’t always entirely positive, but it’s a effective snapshot of how well your brand is doing at sparking conversations on your fans’ Facebook accounts. Two enterprises who often spur conversations among marketers, Starbucks and Birchbox, had “talking about this” rates that were .95 and 0.47% of total likes at the time of writing.

5. Bounce Rates

Customers who land on your website only to immediately leave don’t offer much in the way of a contribution towards your bottom line. A high bounce rate can be a symptom of a much-larger problem, which can include misleading content titles, poor website design, confusing site navigation, and other issues. Some bounce is natural, and Google’s Digital Marketing Specialist Avinash Kaushik has stated that a healthy rate is between 40-60%. However, this silent form of customer feedback is a gauge for determining whether something is going awry.

Even though a tiny percentage of your customers may be the only ones to share their experiences with your brand, it doesn’t mean you need to be kept in the dark about what the rest thing. Use the most-powerful metrics available to capture an effective picture of what your silent clients really think.

What customer feedback tools do you use? Are they effective? Please share your customer feedback success stories in the comments below.