How to measure customer satisfaction?

Find out how to measure customer satisfaction

While most companies claim to provide superior customer service, only a small percentage of customers agree with this satisfaction measure. So how do you measure customer satisfaction? In order to build customer and prospect loyalty.

We must not forget that loyalty is a key measure for a long-term customer relationship. Indeed, acquiring new customers is much more expensive and time consuming than consolidating an existing relationship. We will see, here, what are the good reasons to carry out customer satisfaction surveys before proposing 4 effective methods to do so.

The stakes of measuring customer satisfaction regularly

Every day, dissatisfied customers cost companies a lot of money. Thus, different studies show that more than ¾ of customers will change company after a poor service experience.  This is why the first step for the company manager and the marketing manager is to admit this state of affairs and consider that there is room for improvement.

The second step is to conduct a satisfaction survey to assess the situation and determine your current score. Regardless of the method used, measuring satisfaction consists of collecting customer feedback through surveys. To accurately gauge customer sentiment, simply ask them how their experience was.

Of course, there are many ways to execute a survey, from the design to the timing to the representative sample to how you analyze the data.

How to measure customer satisfaction: 4 key indicators

There are many different ways to conduct a customer satisfaction survey and they often complement each other. We propose 4 methods, classics in the field that will help you make your choice. These are notably 3 “one question” methods that greatly simplify the process of collecting information on customers.

Customer Satisfaction Score

The Customer Satisfaction Score (CSAT) measures on average how satisfied or dissatisfied customers are with your product or service.

Usually asked on a scale of 1 to 3, 1 to 5 or 1 to 7, your customer satisfaction score can be calculated by adding up all the scores and dividing the sum by the number of respondents.

The Customer Effort Score (CES)

The Customer Effort Score (CES) is very similar, but instead of asking how satisfied the customer was, you ask them to rate the ease of their experience.

You are still measuring satisfaction, but you are measuring the user’s effort, because the easier the task, the better the experience. Ultimately, making an experience that requires little effort is one of the best ways to reduce frustration and build loyalty.

The Net Promoter Score (NPS)

The Net Promoter Score asks the question “How likely are you to recommend this company to a friend or colleague?”

This measures satisfaction, but also customer loyalty. By doing this, you can get an overall score, but you can also segment your responses into three categories: detractors, passives and promoters.

You calculate your net promoter score by subtracting the percentage of detractors from the percentage of promoters.

NPS is often used as a broader indicator of customer brand loyalty. NPS is used to drive retention, sales and product improvement. Important considerations include the channel on which it is delivered – email, phone, etc.

The Analytical Method

This method stands out from the others and is worth mentioning. You can use your website’s traffic and content to measure customer satisfaction.

Not only does content publishing drive your business, but you can also use it to better understand your customers’ habits. This includes content shares, time spent on your website and newsletter bounce rate.

Collecting all this concrete data and analyzing it will give you accurate information about customer satisfaction measurement.