Business Context

FreshCart is a same-day grocery delivery app operating in 20 U.S. cities. Over the last two months, order volume grew from 1.8M to 2.1M monthly orders, but 90-day repeat purchase rate fell from 41% to 37%, and leadership wants a clear framework for measuring customer satisfaction.

Metric Scenario

The Head of Product says teams currently use different definitions of satisfaction: support ticket rate, app store rating, post-delivery survey score, and refund rate. The CEO wants one primary satisfaction metric, supporting metrics, and a plan to diagnose which part of the experience is hurting satisfaction most. Recent operating data shows: average delivery time increased from 34 to 41 minutes, substitution rate rose from 9% to 14%, order defect rate increased from 2.8% to 4.1%, and post-order survey response rate is only 18%.

Requirements

1. Define a primary customer satisfaction metric for FreshCart and explain why it should be the company’s main KPI.
2. Specify 2-4 supporting metrics that capture different parts of satisfaction, including leading and lagging indicators.
3. Show how you would calculate the primary metric, including denominator, exclusions, and how to handle low survey response.
4. Decompose satisfaction to identify likely drivers of the recent retention decline.
5. Recommend concrete actions if satisfaction is weakest for late deliveries, substitutions, or support interactions.
6. Identify guardrail metrics to ensure improvements do not hurt growth or unit economics.

Data Available

• orders: order_id, customer_id, city, order_created_at, delivered_at, basket_value, substitutions_count, refund_amount, order_status
• post_order_surveys: order_id, csat_score_1_to_5, nps_score_0_to_10, free_text, survey_sent_at, survey_completed_at
• support_tickets: ticket_id, order_id, customer_id, issue_type, first_response_time, resolution_time, reopened_flag
• customer_retention: customer_id, first_order_date, orders_30d, orders_90d, churn_flag
• app_reviews: review_id, customer_id, rating_1_to_5, review_date, app_version, platform