Perhaps one of the most appreciated images of any business is a graph that indicates that sales are increasing. Or that an app’s download targets were met. Or that thousands of people took advantage of a discount for the latest product launch. But are these indicators of customer satisfaction? Not really.
Measuring the satisfaction of your customers is an important aspect of the entire care process that you dedicate to them, and in many cases it is not the step that is best-taken care of. If you apply the indicators well, you will be able to know your next promoters, which aspects of your business need to improve and how easy it is for people to buy in your online store, to name a few consequences.
Do you want to know more about these indicators? Keep reading.
What is customer satisfaction?
Customer satisfaction has to do with the relationship that exists between the expectations that a product or service creates around it and the value that consumers perceive when they purchase it.
The higher the expectations, which are established by the brand that produces and knows the benefits of the offer, the greater value the customer will expect, a result that no longer depends on who sells the product or service, but on the actual experience of the customer. consumer.
Why should customer satisfaction matter to you?
Because it is one of the most real indicators of the performance of your product or service. Since you have investigated how to become a better solution than your competitors to solve one or more problems of your target audience, customer satisfaction will show you if you have achieved it or if you should improve any aspect.
On the other hand, If you care about this indicator, it means that you will do everything possible to know the level of customer satisfaction. And this is an action that, by itself, will show consumers and prospects that you really want to meet the expectations you have raised. In other words, worrying about measuring customer satisfaction is already an effort that will be translated into better service and, therefore, an increase in the satisfaction of the people who have become your customers.
However, there are more reasons why you should measure your customer satisfaction.
Benefits of measuring your customer satisfaction
You know the real impact of your offer
It is true that sales are good indicators of success in your business. But if you know the satisfaction of your customers, you will have access to information, first-hand, about the use that is given to your product or service and the results achieved: does it solve the problem? Does it add value? Does it comply with the expectations created by you?
You increase the loyalty of your customers
If the people who invest their money in your offer discover that you want to know their opinions about it, they will understand that you take them into account, and that speaks very well of a company. They are those kinds of actions that make them loyal customers. They are the ones who are in charge of recommending you, they are more likely (up to 5 times more) to buy from you again and they are more receptive when they are presented with the opportunity of a novelty in your catalog.
You prevent dissatisfied customers from disappearing
Only one in 26 dissatisfied customers will share their bad experience with you and the rest will look to the competition. But if you go ahead in measuring their level of satisfaction, you will have the opportunity to offer them an alternative or compensate them in some way. Maybe you can solve it and thus not risk the reputation of your product, service or brand.
You can recognize new opportunities
When you measure customer satisfaction, you also find out how they use your product or service, and you may discover that there are benefits that you had not considered but that, in practice, add value to your offer. Perhaps from that discovery, possibilities are opened to reach another segment of the market or add functions that will attract more customers.
Now that you know the reasons why you should measure customer satisfaction, what are the indicators that you should take into account? It can be said that there are two approaches: the objective and the subjective.
The first is obtained from the data that you can obtain by analyzing behaviors and actions, such as the bounce rate on your web pages, the minutes of reproduction of a video or the number of renewals to your newsletter.
The second has to do with what the customer thinks and has nothing to do with sales numbers. This measure is extracted with surveys, small questionnaires or by attending them directly through your agents. Thanks to these responses, customers share their level of satisfaction in a particular way.
To measure that level, we will share below some indicators that can help you.
The 6 most important indicators to measure customer satisfaction
- Net Promoter Score (NPS)
- Customer satisfaction index (CSAT)
- Customer Effort Scale (CES)
- Likert scale
- Position in the market
1. Net Promoter Score (NPS)
When you measure the Net Promoter Score (NPS), you focus on the overall perception the customer has of your brand, not various aspects of it or your offering. The goal is to know how likely a person is to recommend your business.
This means that you will also meet the people who are loyal to you and who could be (or already are) promoters of your brand, so you can register them for your loyalty programs and promotions to reward them.
The NPS only needs one question answered: “From 1 to 10, how likely is it that you would recommend us?” If the rating is low (1-6), not only would there be no recommendation, but perhaps they speak ill of their experience with the brand and are classified as naysayers. If it is average (7-8), they are not satisfied, but they will not become detractors and are known as liabilities. If it’s closer to 10, then you have your potential new promoters.
2. Customer satisfaction index (CSAT)
The Customer Satisfaction Index (CSAT) is the most straightforward customer satisfaction survey methodology. Measures your satisfaction with an interaction that just happened. It is calculated with questions such as: “What is your level of satisfaction with the experience?” on a scale of 1 to 3, 5, 7 or 10.
This indicator helps to monitor the performance of the purchase processes, register to obtain a discount or newsletter, know the customer service work after a call or attention message, and facilitates the identification of aspects to improve.
3. Customer Effort Scale (CES)
Known in English as the Customer Effort Score, the CES is an indicator that seeks to reduce the steps that a customer must take to have a doubt, complaint or disagreement resolved. So the areas most interested in this qualification are customer service, technical support and sales.
However, it also works when you want to know how a customer has been interacting with a product or service that you just launched, or with a person who did not know your offer.
It is implemented by asking the customer to rate on a five-point scale (ranging from “Very difficult” to “Very easy”) how much effort they had to make when using a certain product or service, or as soon as they have received notification of the resolution of their ticket of follow up.
At the beginning we mentioned that customer satisfaction is related to the expectations they have of your product or service and the result they get from it. The SERVQUAL indicator (service vs. quality) helps you understand this difference, because its objective is precisely to calculate it to understand if the consumer receives what was promised.
It is implemented through a questionnaire a little longer than the previous ones that we already reviewed and that cover 5 aspects of service quality:
- Reliability. The ability to deliver value or service consistently.
- Warranty. This gives assurance of the level of experience and knowledge that the customer receives from the sales and support service.
- Tangibility. The presentation of your website, the packaging of your product, the equipment with which you provide the service: everything that is perceived from the eye, also counts.
- Answer’s capacity. The speed of the response is taken into account (either during the purchase process, shipping or when answering a question) and if it was possible to provide attention, either through a bot on your site or with a support agent by phone or in person.
- Empathy. If the interactions have had the human touch that many expect, without hindering the process. That is, your clients receive the necessary information when they ask for it, without feeling that they are being given an impersonal text or an automatic response.
5. Likert scale
Rensis Likert, a social psychologist from the United States, created a scale to measure opinions, perceptions, and behaviors. To apply this scale, a series of statements or declarations are shared that clients must rate, according to 5 levels, which go into these levels:
- Strongly disagree
- In disagreement
- Neither agree nor disagree
- Totally agree
The intention is that it is possible to identify how the perception of a product or service is, according to the most relevant aspects of the business. The statements could be directed towards the ease of use of an application, the speed of delivery of a purchase, the navigation on a website, the quality of the follow-up to a complaint, among others.
6. Market position
To find out how a brand or business is perceived against the competition, the market position indicator can be asked with a single question («From 1 to 5, where 1 is the least favorite and 5 is the favorite, order these five brands of soda, according to your own taste “) or even with a Likert scale (” Coca-Cola is the best brand of drinks: totally agree, neither agree nor disagree, totally disagree “).
This indicator can be useful when you enter a market or you are interested in investigating the progress of your brand after an important marketing campaign, and thus understand the impact that your business has among consumers who already know you.
When planning the forms and surveys to apply these indicators, remember the following: make the task simple, with easy-to-understand language and do not take up a lot of your clients’ time. Set logical values to your answers, so that the data they give you really helps you understand the level of satisfaction of your customers.
But the key to all of this is that, whenever possible, you provide a space for people to share their honest opinions. That is the most valuable part and the one that you will get the most benefits from.