5 Ways You Can Measure Customer Satisfaction

What are the ways you can measure customer satisfaction?

  1. Customer satisfaction surveys
  2. Customer satisfaction score (CSAT)
  3. Customer effort score (CES)
  4. Net promoter score (NPS)



Customer satisfaction is notoriously difficult to measure for a wide variety of reasons. First off, you can’t always expect your customers to not only give feedback but to also be honest with their assessment. A lot of customers probably do not feel the need to contact the company once their needs are satisfied. On the other hand, even if you provide survey tool on your WordPress site, there are still going to be some customers that will complain about the flaws in the products or services you provide. It is easy for them to swear off a company without ever voicing their complaints or seeking compensation in order to remedy their situation.

Each individual customer has requirements for satisfaction that are unique to them. These requirements can be difficult to quantify especially on a personal level. If you are able to set the standards for your employees on how they should conduct themselves and interact with your customers, then you can make sure that your customers are satisfied and measure their success. For this purpose, here are five ways you can measure customer satisfaction.


Customer Satisfaction Survey

Customer Satisfaction Surveys

Conducting a customer satisfaction survey is one of the most basic ways you can collect data on the happiness of your customers. A customer satisfaction survey consists of you or your team asking your customers about how satisfied they are with your product or service.

The three useful variations of customer satisfaction surveys include:


  • In-App Surveys

Through in-app surveys, you can integrate a subtle survey tool on your WordPress site or any other website. Generally, these surveys should consist of not more than one or two questions as to not overwhelm the customer. This method has one of the highest rates of responses thanks largely in part to the fact that the customer is engaged with your company when they are asked for their opinion.


  • Post Service Surveys

This kind of survey focuses on the satisfaction of a customer with a specific service he or she has just received. You should ask for this survey as soon as you deliver the product or service while it is still fresh on their mind. Post service surveys are usually done through email support with a survey link in the mail.

It can also be done in a live chat with a link to a review that appears after the chat. Less frequently, it can also be done over the phone, but it can be somewhat problematic because it can take more time for the customer. The customer might not also feel comfortable sharing their unfiltered opinion.


  • Email Surveys

The survey methods mentioned above may not be suitable for in-depth insights about the satisfaction of your customers. It can be difficult to pinpoint why exactly they are happy on unhappy.

Email surveys are a good tool for this even if they do have the downside of having low response rates. They do allow your customer, however, to take their time in answering multiple questions.



Customer Satisfaction Score (CSAT)

The customer satisfaction score is one of the most standard metrics for customer satisfaction. This asks your customer to rate his or her satisfaction with your product, service, or business. The average rating of the responses of your customers then becomes your CSAT score.

The scale for the CSAT usually ranges from one through three, one through five, and one through ten. Because of the cultural differences in how people rate their satisfaction, a larger range is not necessarily always better.

The best thing about the CSAT is that it is direct. The downside, however, is that the satisfaction can be hard to estimate even for the customer. The CSAT is directed at a sentiment, which can be fleeting and dependent on the mood.



Customer Effort Score (CES)

This way of measuring customer satisfaction does not ask the customers for their happiness or how likely they are to refer your product or service. Rather, the customer effort score asks for the effort it took them before their issue can be resolved. Typically, the scale ranges from one (for very low effort) to seven (for very high effort).

Of course, your aim is to get a lower average CES. According to a study, 96 percent of customers with a high effort score did not show much loyalty to the business in the future, with only 9 percent of those who reported low effort scores.


Net Promoter Score

Net Promoter Score (NPS)

The Net Promoter Score measures how likely your customers are referring you to someone. The NPS is probably one of the most popular ways to measure the loyalty of your customers. Customers are typically asked how likely they are going to recommend your business on a scale from one to ten.

The advantage of this metric is that the question is not about an emotion, but about an intention which can be easier to answer. (I.e. “How satisfied am I?” vs. “How likely am I to refer?”) In essence, you are asking your customers whether your product or service is good enough for you to refer it and put their own reputation on the line.



Key Takeaway

Good customer service is important for any business. Make sure that your customers are loyal and continue buying from you by knowing how to measure their satisfaction.

A high rate of satisfaction from your customers is one of the best ways to validate the work that you are doing is paying off.

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