Glossary
Reviews, reputation, and customer-feedback terms
10 terms — definitions, benchmarks, common mistakes, and what each metric or regulation actually requires of you.
10DLC (10-Digit Long Code)
The US carrier framework that requires businesses sending application-to-person SMS from regular 10-digit numbers to register a brand and a campaign with The Campaign Registry and have their messaging vetted.
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Customer Effort Score (CES)
A metric that measures how easy it was for a customer to accomplish a task by asking them to rate the effort on a 1–7 scale, typically after a support or onboarding interaction.
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Customer Satisfaction Score (CSAT)
A transactional metric that measures satisfaction with a specific interaction by asking customers to rate their experience on a 1–5 or 1–7 scale immediately afterward.
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FTC Fake Review Rule (16 CFR Part 465)
A US federal regulation in force since October 2024 that prohibits fake reviews, undisclosed incentivized reviews, review suppression, review gating, fake followers, and insider reviews. Civil penalties currently up to ~$51,744 per violation.
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Net Promoter Score (NPS)
A loyalty metric calculated by asking customers how likely they are to recommend a business on a 0–10 scale, then subtracting the percentage of detractors (0–6) from the percentage of promoters (9–10).
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Online Reputation Management (ORM)
The practice of monitoring, influencing, and improving how a business is perceived across public review platforms, social media, search results, and direct customer feedback channels.
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Review gating
The prohibited practice of asking customers their rating first, then routing high raters to public review platforms while diverting low raters to a private feedback form — suppressing negative public reviews.
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Review velocity
The rate at which new reviews are added to a business's profile over time, typically measured per week or month. A key local-SEO signal because Google weights recent reviews more heavily than old ones.
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Telephone Consumer Protection Act (TCPA)
A US federal law requiring prior express written consent before sending marketing SMS or making automated calls to a wireless number. Violations are $500–$1,500 per text.
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Vouch Score
A single, transparent reputation score per business location computed from average rating, review velocity, sentiment of recent reviews, response health, and platform diversity.
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