Today, people have an entire spectrum of possibilities to rate services or products they use. There are numerous review websites, including platforms like Google My Business, in-app rating systems (especially on mobile devices), and Social Media, which often serve as places where people share opinions about everything. There are even some excellent WordPress plugins for measure customer satisfaction, such as Feedback Side Tab and Spridz Customer Feedback.
For many businesses, this means they have to place customer satisfaction among the top of their priorities. No one wants negative reviews from unhappy customers, however, they are unavoidable at times. The goal is to communicate with these customers openly via the reviews platforms to show that you care, take their feedback on board, and work on improving your services.
If you want your business to grow, it’s vital to measure customer satisfaction (CSAT) levels and understand how customers feel about your service or products. Only then will you be able to provide outstanding service, support, and improve your business overall.
5 useful Metrics to measure Customer Satisfaction
Measuring customer satisfaction is not so easy and straightforward.
You have to ask the right questions to discover if your customers are happy with your business. Directly, objectively, and without any assumptions. In general, there are more than a few valuable metrics you can use for this. But, not all of them are applicable to every industry.
To help you better understand which strategy to utilize, here are some great methods to measure customer satisfaction, regardless of your niche:
1. Measure customer satisfaction with surveys
2. Try Net Promoter Score
3. Rely on Customer Satisfaction Score
4. Use CES – Customer Effort Score
5. Monitor your Social Media
1. Measure customer satisfaction with surveys
Even though an honest opinion is not always pleasant to hear, it’s essential for the success of your business. And surveys are among the most popular ways to acquire them. They can help you better understand the customer journey, their experience with your business, and their level of satisfaction. Generally speaking, there are several survey methods, but we’ll focus on the three major ones here.
1 Post-Service Surveys
This is a type of survey you offer after your customers receive a specific service or buy your product. Their efficiency lies in the fact that you react right away, not allowing the memory of service to fade away. Typically, you can do it by mail, popup widow, and live chat.
2 In-App Surveys
Typical for websites and applications. They contain fewer questions and usually look like small non-disrupting bars or sets of rating stars. Overall, their most significant advantage is that they don’t require too much time to complete.
3 Email Surveys
If you want deeper and more complex surveys, emails provide enough space for them. Given the complexity and time required to answer them, their response rate is on the low side. However, the information you get from email surveys is often insightful. And, customers can choose a pace at which they want to complete them.
Nowadays, technology plays a significant role in customer relationships. If you want to be efficient with exploring your customer satisfaction, it’s advisable to use some of the CRM systems. Customer Relationship Management systems provide plenty of features, among which is the possibility to send email surveys automatically, for example.
Just make sure to choose carefully and know your expenses in advance before you integrate such a system because CRM costs can vary greatly. And in no time, you will be able to collect valuable data, create customers profiles, and analyze the results of your surveys.
2. Try Net Promoter Score
Probably the best way to check customer loyalty and level of satisfaction is to explore your NPS. On the surface, it’s a simple metric that measures results by using a small scale of answers. Usually, it uses a scale from 1 to 5 or 10 when asking a specific question. And, in this case, the question is if they would recommend you to others.
Commonly, it may look like this:
“Would you recommend our product to others?”
- 1 – Not at all
- 2 – Not likely
- 3 – I’m not sure yet
- 4 – Very likely
- 5 – Absolutely
Then, you simply subtract the number of negative answers from positive, which are often regarded as promoters. In addition, the biggest strength of this method is not only in results. It also serves as a reminder for people to recommend you, leave a positive review, or rate you for a given service.
3. Rely on Customer Satisfaction Score
Similarly to NPS, customer satisfaction can be measured with a CSAT score. Only in this case, you don’t ask if they will recommend you, but how satisfied they are with your service. Again, the small scale will be used to rate the level of satisfaction. For example, from 1-3 or 1-5. This is, generally, one of the most fundamental metrics whose principle intertwines with many other metrics. Nevertheless, it allows you to find out which strategy works the best and where to adjust your service for better results.
4. Use CES – Customer Effort Score
This method uses a different approach. Usually, you ask your customers how much effort they invest in finding the right solution. It covers two critical aspects:
- The amount of effort it takes for them to complete the action ( until they receive the solution for the issue or acquire a specific service).
- How accommodating members of the business team were, and how they facilitated the service delivery.
These results can easily help you discover the vulnerable parts of your business environment, whether it is a flow in UX of your website or a wrong approach from your customer support team.
5. Monitor your Social Media
Considering the sole nature of social media, it’s a perfect place to leave opinions. And many customers, whether happy or not, don’t hesitate to share their thoughts with other people. Social media today has a considerable influence and can substantially impact the success of your business. Both tech-savvy customers and beginners use it equally to comment, communicate with or complain about companies or products. If you want to see if your customers are satisfied with your service, you should definitely use different social media platforms. As a result, you will see firsthand how customers and other people experience your brand.
Every business, support center, and sales and marketing team can benefit if they measure customer satisfaction.
When customers are not focusing only on consumption, the overall importance of the quality of the customer service is constantly increasing. Especially since today, there is more choice, considering the high competition in every industry. Your potential customers can easily turn to your competitors if they experience disappointment. That’s why it’s necessary to embrace customer satisfaction as one of the leading factors that can help you learn how to improve your business operations.
Author’s bio: Nicholas Hickey is an experienced business advisor and senior writer with a keen interest in advanced business tech solutions. He is currently working with MoversTech CRM. He helps small industry-specific businesses by offering advice about different ways to bring their business operations to another level.
Author Profile
- Online Media & PR Strategist
- Blogger and Educator by Passion | Senior Online Media & PR Strategist at ClickDo Ltd. | Contributor to many Education, Business & Lifestyle Blogs in the United Kingdom & Germany | Summer Course Student at the London School of Journalism and Course Instructor at the SeekaHost University.
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