customer satisfaction

Happy individuals stick with the company and become their advocate. There is no science in it. We all know that if you leave a customer assuring that there is a smile on his face, you end up gaining a loyal follower. But how can you make this happen? How can you be certain that the person entering your company will receive good treatment? Well, it can be done by a good customer experience strategy.

However, there are businesses that put CX strategy into practice but aren’t able to get appropriate results. If this is the case, you can consider measuring the customer satisfaction. It can be done easily with the help of a customer satisfaction survey. But keep in mind that the process might not be that simple. One has to consider the limitations of qualitative research along with the method he or she adopts.

Start with a plan

Set up a clear aim regarding what you want to measure and how you are going to do it. Assure that you are measuring the customer satisfaction with a good purpose. Usually, companies do it in order to improve the quality of the product or service that they offer. Moreover, you can also consider evaluating how your customer service section is performing. Also, each customer enters your business with a touchpoint. Knowing about how they enter and interact can help you in improving these touchpoints.

Know what to measure

There are a number of different things that one can measure with a customer satisfaction survey. Some people like to stick with one while others design a different survey to measure varying metrics. One can also evaluate a number of different metrics regarding customer satisfaction in a single questionnaire.

Generally, you will see brands asking for the NPS. It is the net promoter score that evaluates whether a person is likely to recommend your business or not. You get to know if an individual, coming in contact with your company, will represent it in front of others and advocate for your business. Rated on a scale of 0 to 10, the ones who will promote your company would give a rating of 9 or 10. A score of 7 and 8 is considered neutral while anything below that is bad.

Another metric you can measure is the customer effort score. It evaluates your business and how easy it is for an individual to accomplish a task. Whether it is contacting support, ordering an item, or paying for the product, you can measure the ease of process with CES. Rated on a scale of 1 to 7, you have extremely easy at 1 and extremely difficult at 7. The score of 3 and 4 is neutral and anything below 3 is seen as easy. However, if someone scores 5 or above, you will take it as difficult.

CSAT, also known to many as customer satisfaction score, is where you ask the person regarding how satisfied they are with a product or a service. Professionals rate it on a scale of 1 to 5 with 3 as neutral point. At 5 you have very satisfied whereas the 1 indicated extremely disappointed.

Building survey

Once you decide on the metric you will be using in your survey, it is time for you to start building it. The questionnaire you are going to create has a lot to do with the success of the survey. Most of the time, you will see people using google forms because of its accessibility and ease of use. Moreover, it is a totally free tool which makes it a heart favorite.

Some of the different types of questions you can integrate in your business are the open questions, singular choice questions, and multipole choice grid. People tend to add some linear scale and checkboxes to their survey.

Make sure that you record the responses appropriately and measure the results effectively. If you are unable to evaluate the scores in a good way, you will end up doing more harm than good.

Getting survey form filled

The timing at which you are asking individuals to complete the survey is key to getting more and more responses. Usually, it is sent after a particular point at which people interact with your company. Some businesses send it as soon as the interaction takes place with any of their customer service member. Then there are instances when you send the satisfaction form to an individual after he or she makes a purchase.

Depending on the customer experience cycle and how he goes about your business, you can get the form filled at a particular time. Sending it immediately after a particular interaction increases the chance of participation from people.

Analyzing data

The responses you receive are recorded in a particular book. If you are going with Google Forms, you get the answers filled in a spreadsheet. Once you have the data, it is important to perform analysis on it. Some of the questions you can ask when analyzing the data include:
  • At what point did the customer run into an issue?
  • The area or department where this issue came up
  • What was the cause behind that issue?
  • How can you assure that this problem won’t persist in future?

These are only a few basic questions that any business must ask after receiving a survey response. It helps you in uncovering the details about the customer experience procedure and where the problems persist.

Implementing solutions

Once you are aware of the problems, it is time for you to search for the solutions and implement them. There is totally no point of all the efforts if you don’t address the problem. For most of the individuals, this process is all about the identification of an issue. While it certainly helps, if you solely identify the problem and leave it unaddressed, it is of no use. Therefore, don’t only focus on uncovering where the trouble lies. Instead, work hard in eliminating anything that hinders a good customer experience.