Ways to measure customer satisfaction

What will you find in this publication?

It doesn’t really matter what your company does. If you sell products or services you have customers. If you have customers, you have to know the level of satisfaction they have with your brand.

It doesn’t really matter what your company does. If you sell products or services you have customers. If you have customers, you have to know the level of satisfaction they have with your brand.

There is no index more valuable than that. The only way to understand if you are doing things right is to trust the disinterested opinion of your consumers.

The decisions you make for your business should not come from what you believe or what has worked in the past. Deciding on reliable data is a much safer way to map out future strategies and innovation.

Good customer service and listening to what they need is already standard in the best brands on the planet. Sooner rather than later, every consumer will expect this type of treatment from every brand they buy.

Listening to the satisfaction of your customers is a differentiator

Customer loyalty is not what it used to be. The times when the consumption of a brand lasted a lifetime are over. Today a better price on the other side or a bad experience on yours can condemn you.

This is why being attentive to your customers’ needs and changes in your industry is essential to staying in the game. The way to be different is to pay attention to your customers’ satisfaction and provide better experiences that align with their expectations.

Others may offer the same thing as you, but imitating the quality of your service is more complex.

See more: Anatomy of claims.

How customer satisfaction is composed

Your user satisfaction is the customer’s “perception of the degree to which their requirements have been met.” It is the famous Expectation / Reality dichotomy, the perception of value that the person forms after having experienced a product, attention or service.

A particularity that we must not lose sight of is that the perceived value is assigned by the client, not the company.

To achieve a satisfactory process, you have to take into account the following expectations:

1. Quality. It is probably the most obvious, but no less important. Your product or service has to live up to what it costs.

2. Ease. Consuming your product or service should be easy. Optimize your processes according to your customers’ purchasing journey. All your touchpoints should be adapted to be as simple and intuitive as possible.

3. Your client cannot know more than you. Your sellers or purchasing channels must have maximum information about your product or service.

4. Keep your word. Failure to comply with what was agreed generates a loss of trust that is difficult to recover. Do not promise what you cannot deliver, it is preferable to appeal to the customer’s patience than to commit and not have a good delivery.

5. Agile communication. Even if you don’t have a solution, you should have an immediate response to any query. In times of accelerated and permanent communication, he who does not respond loses.

6. A customer is worth more than a sale. Focus on what your customers need, not what you want to sell. Generate inputs to know your customers and shape your offer according to their feedback.

7. Courtesy never goes out of style. Every point of contact with a customer, whether on a social network or at a point of sale, leaves an impression. A cordial and respectful treatment is an obligation.

After making sure you’re meeting this short list, make sure you’re doing everything you can to measure customer satisfaction. Not receiving complaints does not imply that there are no opportunities for improvement or a perception of low satisfaction.

Technologies and techniques to measure customer satisfaction

There are different techniques, methodologies and indices to measure. The reality is that none is better than the other, you simply have to find what best suits your company and industry.

The key word is consistency. Whatever you decide to measure, do it over time. Comparing yourself against yourself over time is one of the best ways to understand the evolution of your business and the impact of the changes you decide.

Another equally important issue is commitment. Not just yours or the team in charge of measuring customer satisfaction, but that of the entire company.

Analyzing the results and establishing responses according to what you discover is amind set which, if it does not exist, will make any effort in vain.

Measuring customer satisfaction with CSAT

The Customer Satisfaction Score (CSAT) or Consumer Satisfaction Scale is an easy-to-implement tool to measure what your customers feel about your product.

People are surveyed via phone, mail, SMS or in person and must rate your service from 1 (not at all satisfied) to 10 (very satisfied).

Your CSAT score is reflected as a percentage, with 100% being potential total satisfaction.

One of the peculiarities is that it would be ideal to survey at the moment of purchase, to capture the impression at the correct moment.

Pros and cons The great advantage of this methodology is its simple implementation. However, it is a metric that presents problems when related to others, since it is very general.

Measuring customer satisfaction with NPS

NPS is a metric that, despite originating in 1993, is relatively new. Its modern use began in 2003, when Bain & Company and Satmetrix took it as a way to forecast customer behavior when making purchases and recommendations.

It proposes a very simple question:How likely are you to recommend the product or service to a family member or friend? The answer is even simpler, a number on the scale of 0 to 10. Those who score above 8 will be promoters, between 6 and 8 will be passive, and below 6 will be detractors.

What differentiates the NPS is the subjective nature of the question. It is not about the client’s specific and personal experience, it is about a recommendation to a loved third party.

If you are willing to recommend the product or service to a loved one, it is because you have truly received a satisfactory experience.

Pros and cons Its ease makes it easier to execute, respond to, and interpret later. Furthermore, its globalization allows for global benchmarks. The bad thing is that, because it is general, it is not useful for identifying specific problems.

See more: Complete NPS Guide 2021


Measuring customer satisfaction with ISN

The NSI (Net Satisfaction Index) is defined as the difference between the percentage of satisfied subjects and the percentage of dissatisfied subjects in a given sample.

In Chile it is normal for everything to be measured on a scale from 1 to 7. Taking into account this particularity of the country, the local ISN applications value the score of 6 and 7 as satisfactory, leaving 5 as neutral and the numbers below as unsatisfactory.

It is also possible to use emoticons instead of numbers. The green face has scores of 6 and 7 (satisfied), the yellow face would be a score of 5 (neutral) and the orange and red faces would have 1 to 4 (dissatisfied).

Pros and cons The ISN is convenient for users to complete, whether with a numerical scale or with emojis, it is a quick and easy system to tabulate.

On the other hand, it manages to differentiate positive and negative aspects in different parts of thecustomer journey. Allows you to identify specific problems.

We understand that the ISN is an excellent metric for the daily detection of improvement opportunities and a determining tool for store managers, area managers or anyone who has responsibility for the consumer experience.

Customer giving quality feedback flat vector illustration.
Smiling people choosing top service.
Business success via client satisfaction. Reviews and survey concept

Objectivity or subjectivity when measuring customer satisfaction

There are two ways to approach the data. One that seeks information without bias or opinion. Hard data that can be tabulated and compareduncomplainingly.

On the other hand, there are more subjective metrics, which include opinion and feelings.

Customer service score, website stay times, congratulations, suggestions, complaints, upselling, customer lifespan and much more.

Each of these metrics responds to objective or subjective criteria. Making a mix between the two that allows you a clear and actionable report is the correct strategy.

There is no point in filling a PowerPoint with data, the most interesting job is to understand which metrics will be agents of change and innovation for your company.

If you need more information about how to obtain direct, regular and real-time feedback, contact us.