How To Measure Customer Satisfaction

Measuring customer satisfaction should be a top priority. The average shopper tells 15 people when they’ve had a bad customer service experience. Whereas, with a 5% boost in client retention rate, a business can ramp up their profits by 25% to 95%.  To really improve your standpoint, you need to know how to measure customer satisfaction the right way. But, acquiring a grasp around customer loyalty and satisfaction is no easy task. It can be hard to be objective when assessing clients’ happiness. Luckily, there are practical methods that can get the job done. 

The Impact of Customer Satisfaction

Based on a survey, 52% of global respondents stated that businesses should take action on gathering customer feedback. Not only to improve their products but to build loyalty and better engagement. This is to ensure that the growth of the business is on the right track. 

Credit: Customer Thermometer

Learning how to measure customer feedback can provide any company with beneficial implications. In time, clients who gained consecutive positive experiences have better odds of becoming loyal to the brand as a whole.  This is a critical fact, considering that a business would need to spend 6 to 7 times more resources on attracting new clients than keeping the current ones. 

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6 Methods On How to Measure Customer Satisfaction

Every client will judge a product or a service based on personal taste. They will use emotional (affective) and rational (cognitive) reactions to analyze a product. But, they will also use behavioural intentions, like what are the odds of recommending or repurchasing the product. These are all vital components of what determines customer satisfaction. Take a look at the ways you can measure it.

1. Define All Research Goals

Before you figure out how to measure customer satisfaction, you would need to establish adequate goals. Why do you need this data? What does it have to offer? The methods should be tailored towards the customer’s needs.  When measuring customer satisfaction, the methods used should be well-designed and relevant. Start with evaluating the company’s capabilities and brand, then focus on the actions that would garner the most results. Rely on the insight that will bridge the gap between multiple products or services from your competition. This can allow you to perfect your practice.  Once you’ve determined the goals, it’s time to set up a plan. It could mean revamping your support systems, website navigation, streamline processes, or more. Whatever benefits the consumer in the long run. 

2. Collect Data Through a Survey

Collecting data online is now easier than ever. What used to be a costly procedure with delay, is now stored in seconds. Businesses can use questions to see how happy their clients are with the service. They can ask about delivery, payment, process, or physical features of the product they bought.  Including any other aspects that are related to the business. Those who don’t know how to measure customer feedback can rely on satisfaction surveys. They can take many forms, like live chat, e-mails, or in-app scores.  Live chat surveys work through a pop-up after or before a transaction. Featuring only 1 to 2 questions, they are more than enough to assess the client’s thoughts. E-mail surveys come up after a transaction, once the customer has confirmed their e-mail and delivery.  In-app surveys, however, require a bit more creativity. They use different metrics, like customer effort scores, to engage the audience and maintain their attention. What’s important is to do the surveys just right, not use them as an invasive campaign.  What most companies do is underestimate the impact of a well-made survey. To create an effective pull, never assume that the client’s time is more valuable than yours. Keep the questions relevant, simple, and precise. Every sentence should be short and easy to read.  Ask only clever questions, without insulting the intelligence of the consumer. Anything that’s irrelevant or vague will do more harm than good. Maintain transparent and consistent content that’s both professional and coherent.

3. Use Social Media

Did you know: 40% of clients who complain in social media expect a response in an hour. While 63% of consumers are happy with the response time on social media.  Every social media platform provides real-time customer feedback. It is also an uncensored version of what the client thinks. Regular monitoring is here to establish a direct line of communication, and build trust with consumers.  One of the key benefits of social media feedback in customer satisfaction in business solutions is that it is available 24/7. The platforms blend well with people’s daily activities, letting them feel more inclined to leave feedback. 

4. Rely on Online CX Measurement Tools 

Customer Experience Measurement (CX) is the practice of measuring customer experience at all touchpoints along the customer journey. What you need is insight, suggestions, and useful information. Something you can’t get from your frontline agents. Predictive CX platforms are here to give companies a better opportunity at measuring and managing their CX performance.  There are countless options online that can collect that valuable data. Some of the ways they can help are by providing:

• Free survey library – Each platform has ready-made templates with adequate surveys you can use to get questionnaires. You can customize the templates or make some edits to fit your needs. 
• Role-based access – Companies can assign access to surveys according to the roles of their team members. The data collected is then sent to proper stakeholders. This is also a great method to protect important information that you collected over time.
• Customizable dashboard – Whether you want to use filters, labels, or charts, you can get that with these dashboards. You can then share them when they are ready. As a creative method, the dashboard has numerous benefits. It can also create a hefty impact. 
• Detractor recovery – It is normal to have a couple of dissatisfied clients. But, to collect relevant data, it is crucial to do a follow-up with the dissatisfied consumers. Show them that you addressed their concerns and use different patterns to improve the product. 

All of these are useful tools for boosting strategic decision-making and informing. Systems such as these are a solid way of measuring customer satisfaction. They allow leaders to establish a quantified and accurate view of the facts that propel client experience. They are here to amplify performance and set a solid foundation for CX improvement. 

5. Use CSAT and CES Score

Taken from the client surveys, the CSAT score is here to show the number of satisfied customers with your business over the total number of consumers. BPO (business process outsourcing) companies rely on this method to assess the quality of their product or service in each call.  Your goal should be to obtain the best ratings possible from your current clients. This is a guaranteed method of establishing a notable reputation and trust. To obtain the score, clients rate the service from 1-5, 1-3, or 1-7. The overall percentage can give you a better perspective of what the forecast sales can look like. This can help your company make better decisions.  CES (customer effort score) is equally important. Quite like the CSAT score, CES relies on clients’ ratings on the experience or ease of operation. It shows whether your service is hassle-free and works smoothly. Or, it is difficult to use and time-consuming.  For this method, it is a good idea to use a 1-5 scale. That’s because the score is the total number of clients who agree that interaction with your service or product was easy. For instance, if 65 clients out of 100 give you a 4/5 rating, the CES would be 65. By analyzing the data over time, you can get practical feedback with every internal process. 

6. Gain Customer Base With Rating Sites

Review platforms are critical in spreading awareness and building an online presence. Options like Google, Yelp, and RateUsOnline reviews can get you on the right path. This is something your business can use to establish credibility and expand its reach.  Think of it as a log, where every client you have can post their personal experience about your product or service. Yes, you can gain some negative feedback. But, if you apologize and promise to provide better results, you can still mitigate the difficulties. 

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The advantage of this technique is that a lot more people use it to write feedback. With it, it is easy to find what determines customer satisfaction. Rating sites are convenient at getting the point across. In time, more and more people will leave positive feedback, helping you boost your traffic and client base.   Final Thoughts There is always room for growth. But, with continuous improvement and client feedback, you can make sure you are on the right path to success. All the tips listed here talk about how to measure customer satisfaction efficiently and with ease. Although they can take some time and effort, this is a time well-spent. Even the criticism you get can help you design a worthwhile project. As long as you don’t ignore your clients, you will always be one step closer to a solid client base. Depending on what you are selling, you can make the necessary tweaks.