Customers Satisfaction: 5 Data-Driven Steps to Measure It

Customer satisfaction is what keeps your business afloat. That's because happy customers will repeat purchases. Plus, they will be glad to recommend your brand to their family and friends.

This ensures that you have a steady stream of customers. Customer satisfaction is also vital in making your business and sales grow.

Mind you, 86% of customers are willing to pay more for the experience. Hence, it is imperative to deliver on your brand promise.

That's because people will always be on the lookout for businesses that can do so.

Measuring Customer Satisfaction

Now that you know the importance of customer satisfaction for your business, it's time to learn the data-driven ways to measure it:

The best way to do that is to remember this acronym: OCCAM.

As in Occam's Razor.

1. Outline Goals and Plan

Regardless of the customer satisfaction score you use, it is crucial to focus on your goals.

What do you want to achieve from measuring your business' customer satisfaction?

Regardless, it is imperative to set SMART goals. It would also be best if you set two goals at a time at most. Otherwise, your goals will start competing against each other.

Of course, your first goal should be to collect customer satisfaction data. You can do this when you create engaging online surveys.

2. Create a Customer Survey

Creating a customer survey is one of the easiest and reliable methods of knowing how satisfied your customers are.

Some survey methods that you can conduct are:

●  Customer Satisfaction Score (CSAT): Ideal for measuring how satisfied a customer is during a particular interaction. One example is the checkout process.

●   Customer Effort Score (CES): Ideal for measuring the ease of resolving an issue of completing an action. For example, how easy it was for a customer to complete a transaction.

●   Net Promoter Score (NPS): Ideal for measuring how a customer is likely to recommend your product.

You can determine which methods to use depending on your goal. Nonetheless, your customer satisfaction data will be useless if you do not analyze it.

3. Choose a Trigger or Timing

Here's the thing: Just because people reached out to you does not mean they need the same thing.

Some would like to buy your product, some have a question, while some would like to file a complaint.

Thus, it is vital to know what kind of survey to send them and when.

Were you able to acquire new customers today? Send them a CSAT survey. There are no better people to ask how you can improve your services than them.

That's because they do not have a bias against your brand, and they can provide you with a fresh perspective.

4. Analyze Your Data

As mentioned earlier, your customer satisfaction data is useless if you do not analyze it. According to Neil Patel, it is a cardinal sin to not do something about your data.

This is where being data-driven comes in.

Luckily, there are methods like NPS that are easy to analyze. That's it is a comparison of your promoters and detractors. Other methods can be complicated to measure. Still, there are tools with built-in analysis features.

What's important is you only gather data that can help you understand your customers better.

5. Make Adjustments

Now that you understand your customers better, the next step is to make adjustments.

If you found that customers prefer to checkout as a guest based on your recent survey, then provide that feature. Mind you, 28% of US consumers leave an online store because they do not want to create an account.

Keep in mind that the reason you are conducting a customer satisfaction survey is to better serve your customers.

Hence, you should use the data you have to unclog bottlenecks and make your process as seamless as possible.

Why Customer Satisfaction is Important

More than your product and marketing tactics, customer satisfaction can make or break your business.

According to HubSpot's 2017 Customer Success Survey, businesses that prioritize customer satisfaction grows and drives revenue. And growth and revenue measure a business's success.

Besides, customer satisfaction allows you to expand your market reach. This is especially true nowadays since people tend to rant or rave about a business on social media.

Add to that the review websites like Yelp.

In case you are unaware, 68% of consumers are likely to make a transaction with a business that positive reviews. And 93% of customers turn to online reviews in deciding whether to trust a company or not.

That said, happy customers that sing your praises online are one of the best publicity you could ever have.

Customer satisfaction also drives brand loyalty.

Come to think of it, if they are happy with the service you provide, why would they choose your competitors? Mind you, a 5% increase in customer retention can lead to as much as 95% profitability.

This also explains why it is more cost-effective to focus on customer retention than acquiring new customers.

Nonetheless, revenue growth is what makes customer satisfaction a worthwhile endeavor.

With the help of a customer satisfaction survey, you can close the gap between what you think you are doing and what you are doing. That's because identifying satisfied customers allows you to nurture them. It can also make your business stand out and get ahead of the competition.

Not every business is focused on customer satisfaction. If you want to make a good expression, you better do it now.