Stop measuring customer satisfaction incorrectly!

Stop measuring customer satisfaction incorrectly!

Stop measuring customer satisfaction incorrectly!

You probably know lots of metrics to measure customer satisfaction. But using incorrectly, you can make from them a vanity metrics. 89% of clients stop doing business with a company after experiencing poor customer service. To forestall such percentage of unsatisfied customers it is important to know how to measure customer satisfaction correctly and provide actionable insights.

Why is customer satisfaction crucial to your business success?

Autotask has found that 85% of service providers rank customer satisfaction as a high-priority metric. Only 10% of these companies actively use customer satisfaction metrics and only 9.5% rank themselves as ‘excellent at gathering customer data’.

Let’s reveal tips and ways of how to measure and improve customer satisfaction!

1. Clear the question of for what do you measure

First and the most important thing is to know for what you are composing questions and choosing the method of research. The first thing you need to ask yourself is: “What do I want to find out?”

A list of goals will help you to focus on one larger subject you wish to work on. Work out your target audience.
Start with a very basic survey, ask not more than 5 questions. These will help you to get the first key insights so you can decide what ways of measuring customer satisfaction you will use further.

2. Decide what do you want to measure

Customer satisfaction depends on different services and aspects of your business in which customers are engaged. It is crucial to know what do you want to measure for understanding the level of customer satisfaction.

  • speed of service

Speed of provided customer service lies on your customer support. Depending on the kind of service, support rates vary. The overall response time for delivering support usually requires 24hrs. When inquiring after the speed of service, think of the 3 stages in which your customer could have experienced service: before purchase, during purchase/use, after purchase.

  • quality of service

It is important to discover how high your customer rates the quality of delivered service, as it leads to improvement. Product quality affects customer loyalty.

  • complaints

Evaluate complaints thoroughly. Bad feedbacks are not the thing to ignore. Complaints help you to prevent future issues and to built right strategy for your support and sales department.

  • overall satisfaction

It is good to integrate such position when you start your business, as it helps to obtain general picture of your provided service and provides with information how to increase customer engagement.

  • customers loyalty

Customer loyalty is a good starting point for insights into customer satisfaction.

The behavior of returning customers and new customers providing you with good reviews is your first insight into their loyalty.
Customer loyalty works only in combination with other metrics. You should combine it with satisfaction with the product or brand and likeliness of repurchasing.

3. Understand the power of the right support metrics


Customer Satisfaction Surveys

earn customer loyalty and customer satisfaction

Opting of interviews or surveys as ways of measuring customer satisfaction depends on your customer base. If your customer base is rather small, choose interviews. It will get you a personal contact and insight into your clients.
They consist of asking your customers how satisfied they are. There are three variations:

In-App Surveys. Integration of subtle feedback bar inside your website. It is one of the methods with the highest response rates.

Post-Service Surveys. Focused on the customer satisfaction with a specific service just received. Asked right after the delivery. Usually done in email support with a rating link in the mail, or in live chat.
Long Email Surveys. The best way to measure in-depth insights about your customer happiness. They have a downside of low response rates (10% – 15%, according to SurveyGizmo).

Customer Satisfaction Score

building customer value satisfaction and loyalty

The most standard customer satisfaction metric. Your customer needs to rate his satisfaction with your business.
The scale ranges between 1 – 3, 1 – 5, or 1 – 10. Large range is not always good for you. An American is more likely to rate a service as “amazing” or “terrible” than for example a Japanese, who will stick to “fine” or “not satisfactory”.
how do you measure customer loyalty

Net Promoter Score
Do you know how can you measure customer loyalty? The Net Promoter Score is important when you want to measure customer loyalty. It measures the likeliness of a customer referring you to someone. Customer is asked how likely they are to recommend you on a scale from 1 to 10. The main benefit of NPS is that it directs your customers’ attention towards referring, an option they might not have thought about before.

Social Media Monitoring
Today social media is a lifeblood of every company, it has immense impact on the relationship between business and customer. Poor service is likely more shared with friends in social media. Because of it, social media is the best place to monitor your customer satisfaction.

Customer Effort Score

customer satisfaction make you better than your competitors

With this method, customers asked for the effort it took them to have their issue solved. Your aim is to lower this average score. According to CEB, 96% of customers with a high effort score showed reduced loyalty in the future, while that was the case with only 9% of those who reported low effort scores.

Start measuring your customer satisfaction right now with WOW24-7. Measuring is the right way to start optimizing and improving your services.

Stop measuring customer satisfaction incorrectly!


Maya Momotok

Reviewed by Maya Momotok
CEO and cofounder of Wow24-7

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