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A dissatisfied customer is in principle easy to identify because he makes it widely known around him. A satisfied customer can also communicate on his satisfaction with a company, but it is in principle more rare and it is done in a more restricted way. It is therefore useful to measure the level of customer satisfaction on a regular basis to adjust your relationship marketing strategy. What is the best tool to have a measure of customer satisfaction that is reliable and accurate? Our selection of 4 key indicators.
Customer Satisfaction Score (CSAT)
The CSAT, in other words “Customer Satisfaction Score”, consists in carrying out a relatively simple, fast and efficient satisfaction survey with its customers. It presents itself in a single closed question, unambiguously possible. For example, his writing style might be: are you satisfied with your last purchase / service X / etc … followed by a multiple-choice questionnaire for the answer.
CSAT often has a good participation rate. Customers appreciate its succinct form, promise of a quick response, and its straightforward style, facilitating understanding of the subject matter that is submitted to them.
The Net Promoter Score (NPS)
The NPS is a satisfaction questionnaire whose purpose is to determine if customers are likely to recommend the products or services of the company to their knowledge. The cooptation is generating qualified leads with an excellent transformation rate. It is for the company to make its customers the most loyal and satisfied ambassadors of the brand. As such, the NPS is a very popular indicator for companies.
In principle, the NPS takes the form of a graduated scale from 0 to 10. The customer freely positions his propensity to recommend the company, its products or services to his family. Between 0 and 6, it can be assumed that the client will not recommend the company or that it may issue a detrimental notice. Beyond this, cooptation becomes possible: the most likely ambassadors answer 9 or 10.
Customer Effort Score (CES)
The CES is an indicator that is being used more and more. He is interested in the customer experience as a whole. Also, the customer survey for the purpose of establishing a CES is more complete. He is interested in several aspects of customer service: the commercial aspect with the purchase of course, but also the quality of the exchanges with the staff of the company, the reception which was reserved to him, the speed to obtain the information sought, the care of the after-sales service …
The rate of redemption
It consists of probing his client as soon as he makes a purchase. The questionnaire is submitted to the client at most in the days that follow, for a “hot” response. The goal is to evaluate your intention to renew your trust in a product or service of the company. This is a measure of both customer loyalty and the benefits of a marketing campaign.
Measuring customer satisfaction therefore does not involve several levers, each of them dealing with a different aspect of the customer experience. The purpose of the customer satisfaction survey should therefore be clearly determined to determine which indicator to use.