According to a survey conducted by Help Scout, 80% of companies maintained that they extend “superior” customer service, but only a dismal 8% of their customers agreed with that estimation. Measuring customer satisfaction accurately is one of the dilemmas companies have to deal with today. This is why it is vital that organisations employ sophisticated tools and methods that correctly assess their customer satisfaction rates so that they can streamline their service experience to optimise customer satisfaction.
Methods to measure customer satisfaction
Though the process of calculating satisfaction levels is not as clear-cut as calculating revenue streams, for example, which makes it all that more difficult to establish objectives, there are a few optimum tools and metrics which your business can employ that will simplify the process.
Customer satisfaction surveys
Surveys are one of the most traditional methods for gauging customer satisfaction. You can directly ask your customers how happy they are with your service delivery. Three channels you can use to gather information are:
- In-App Surveys – Incorporate a feedback bar into your website and keep it simple to maybe one or two questions so that you don’t hamper the engagement levels of busy customers. Examples of tools you can use are SurveyMonkey and Floq.
- Post-Service Surveys – On completion of specific service delivery, request your customers for feedback on their experience. This can be carried out either in email support with a link in the email itself or in live chat with a rating bar that pops up straight after the chat. Phone surveys are a little time-consuming, so customers are typically less interested in them. For businesses where there is face-to-face customer interaction, for example in restaurants, you can request for information right away. Survey Anyplace is an excellent iPad survey tool that allows you to gather responses offline which you can sync later.
- Email surveys – According to SurveyGizmo, the average response rate is 10% to 15%, and although low, this method is a great way to ask customers more in-depth questions like what features they want, so that you can gather more valuable insights. Google Forms is an exceptional free tool that you can use to get an extensive understanding of your customer needs.
Customer Satisfaction Score (CSAT), Net Promoter Score (NPS) and Customer Effect Score (CES)
Among these three commonly used customer satisfaction metrics, CES is probably the most effective method. The Harvard Business Review published an article – Stop Trying to Delight Your Customers – which was based on a study the authors conducted. They discovered that consumers would most probably penalise poor service than reward great service. CES is effective because it measures how much effort it takes customers to have an issue resolved. According to Gartner, the creators of CES, 96% of consumers who had a high effort score displayed decrease loyalty in the future, and only 9% of consumers reported low effort scores. For a more in-depth understanding of how these metrics work, click here.
Transforming measurements into action
Once you have collected and analysed the data, here are a couple of effective ways you can utilise the information to deliver a better service experience for your customers.
- Optimised solutions – Pay attention to what your customers’ problems are. Instead of delighting customers, businesses should focus their efforts on delivering a seamless customer experience through providing quick problem resolutions and minimising delays like companies such as Airbnb, Uber and Intuit continue to do.
- Map your customer journey – To get a clear understanding of what your customers go through when they purchase your products or services, find out the touch points that convert potential customers to brand ‘loyals.’ It will also enlighten you on issues they encounter so that you can explore ways to enhance your service delivery systems.
The foremost goal of any business should be to create happy customers. And customer satisfaction levels should form an essential part of any company metrics so that businesses can determine the aspects that require improvements. When enterprises are able to do that, they are successful because they create brand loyalty and can expand their user base exponentially.