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While most companies claim to provide superior customer service, only a small percentage of customers agree with this measure of satisfaction. 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 takes time than to build on an existing relationship. We will see, here, what are the good reasons to carry out customer satisfaction surveys before proposing 4 effective methods surveys to do so.
Good reasons to carry out customer surveys
Every day, dissatisfied customers are very expensive for businesses. Thus, different studies show that more than ¾ of customers will change their business after a poor service experience. This is why the first step for the entrepreneur and marketing manager is to admit this state of affairs and consider that there is room for improvement.
The second step is to give yourself the means of a satisfaction survey to make an assessment of the situation and determine your current score. Regardless of the method used, measuring satisfaction is about collecting feedback from clients through surveys. To gauge customer sentiment accurately, just ask them how their experience was.
Of course, there are many ways to run a survey, from design to calendar, through the representative sample, and how you analyze the data.
4 effective methods for measuring customer satisfaction
The customer satisfaction survey methods are multiple and often complement each other. We offer 4 methods, classics in the field that will help you make your choice. These include 3 “one-question” methods that greatly simplify the process of collecting customer information.
The customer satisfaction score
The customer satisfaction score (CSAT) measures on average the degree of satisfaction or dissatisfaction of the customers with respect to your product, your services.
Usually asked on a scale of 1 to 3, 1 to 5 or 1 to 7, your customer satisfaction score can be calculated by summing the sum of all 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 always measure satisfaction, but you measure the customer satisfaction. user effort.
Indeed, the easier the task, the better the experience. At the end of the day, doing an experiment 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 “What is the probability that you recommend this company to a friend or colleague?”
This measures satisfaction, but also customer loyalty. In doing so, you can get an overall score, but you can also segment your answers into three categories: detractors, liabilities 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 more general indicator of customer loyalty to the brand. NPS is used to promote retention, sales and product improvement. Important elements to consider include the channel on which it is broadcast – email, phone, etc.
The analytical method
This method is different from others and deserves to be mentioned. Indeed, you can use the traffic and content of your website to measure customer satisfaction.
Publishing content not only conditions your business, but you can also use it to better understand your customers’ habits. We can mention the sharing of your content, the time spent on your website and the bounce rate of your newsletters.
The collection of all this concrete data and their analysis will inform you precisely on the measure of customer satisfaction.