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How to measure customer satisfaction in a few steps

It’s vital to measure customer satisfaction to allow you to understand customer relationships, loyalty and how likely you are to retain customers. Plus, the customer experience is the most important factor (over price and product) in maintaining customer loyalty. However, it can feel daunting to measure satisfaction because where do you start, and what metrics do you use?

In this article, we’ll go through steps to help you to measure customer satisfaction without recruiting a specialist team or spending all your working hours wading through customer survey questions.

There are several options you can use to measure customer satisfaction in your business. You can use different metrics to measure customer satisfaction and use various options to display or encourage customers to complete customer satisfaction surveys or feedback.

One key consideration is that if you go to the effort of properly measuring satisfaction, you also need to ensure that you review the feedback and act on it. Otherwise, it's a waste of time and money and your customers will be asked questions but potentially see no change.

You can gain the CSAT by asking customers to complete a question. Essentially, it's used to gain feedback on how the customer found the experience of buying a product or service from you. Answers are given on a rating scale ranging from one to five or one to ten or other scales. Scales may rate from very satisfactory at one extreme to very unsatisfactory at the other end or very happy or very unhappy.

The ideal time to send the question is straight after the customer has completed a purchase or interaction with you so that you can gain feedback straight from the customer experience.

Customer satisfaction surveys don't have to be limited to something transactional that the customer buys from you. It could be that they contact you for help or assistance. Then, once your customer services team has dealt with them, you ask them for their feedback on the service and their satisfaction levels.

One potential downside of CSAT scores is that you measure the customer’s feedback at a specific time on their customer journey. For instance, getting feedback after interaction with your company or after a purchase doesn't give you a general view of their customer satisfaction.

Customer engagement surveys rate how easy the customer experience was and how they found interacting with you. They focus on the present and the most recent experience to assess how processes work and whether customers remain loyal.

This is another way to measure customer satisfaction and it uses a rating scale of 1 to 10. The objective of the NPS is to measure how likely a customer is to recommend you to a friend, colleague or family. For example, you could ask a customer once they have gone through the customer experience (using a scale of 1 to 10, from Very Likely to Very Unlikely): ‘How likely are you to recommend our service/product to a friend?’

You need to retain customers and your customer retention rate is an important satisfaction metric. You can review this every month or quarter and then link it to potential reasons for customer growth or loss.

Once you have raw data, you can use market research dashboards to analyse the data over time and across sources. That way, you can view the NPS over time and see what areas of the customer experience are lacking in customer satisfaction. You can also analyse customer response to see how your team is doing.

You need to understand customer satisfaction to measure your business progress and success. If you are constantly on top of and reacting to feedback, you should drive the business forward and retain happy customers. We can help you to create surveys, analyse data, and share actionable insights to keep you on top of the customer experience.

Our SurveyMonkey services can help you measure customer satisfaction in numerous ways. You can use our consumer segmentation solution to understand your target buyers across locations. So, sign up today to improve customer satisfaction and make improvements based on actionable customer feedback and data.

There are several reasons, but business growth and success depend on satisfied customers. You need to be able to measure customer loyalty, the intention to buy from you again, product or service satisfaction and the likelihood of a customer recommending you to others.

You need to know what you want to research or assess to benefit the business. This might be looking for issues in specific sections of the customer journey, reviewing certain functions or assessing recurring issues.

Negative feedback is beneficial because it allows transparency of issues and can encourage change. Once you have identified negative feedback and key areas and trends from dissatisfied customers, you can target problem areas and work towards shifting the feedback to positive.

It’s generally not the case that businesses aren’t measuring customer feedback or asking for it. However, with so much data, it’s important to ensure that data analytics are properly reviewed. Customer expectations are high, as is competition, so companies must measure it to survive.