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How Do You Measure Customer Satisfaction?

EMS CRM customer service

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If customer loyalty is the destination we’ve set for our businesses, customer satisfaction is the vehicle we’re riding in. So, how do you know if a customer is satisfied? If you’re not measuring customer satisfaction, you’re likely missing out on some key data and making uninformed decisions; essentially driving your car without a road map.

Measuring customer satisfaction doesn’t have to be complicated, difficult, or expensive. It really boils down to asking your customers about their experiences and collecting the data. Simple, right? We’ve outlined 3 basic ways of measuring customer satisfaction to help you navigate your journey toward customer loyalty.

How do you measure customer satisfaction?

1. Customer Satisfaction Score (CSAT)

The Customer Satisfaction Score (CSAT) is a simple but powerful tool for gauging customer satisfaction, and the feedback is immediate and easy to interpret. You simply ask your customers to rate their satisfaction using a scale of preset values. Some companies use a scale of 1-10 or 1-5, while others prefer to offer options like “not at all satisfied, unsatisfied, neutral, satisfied, very satisfied.”

The CSAT provides you with immediate data to begin tracking. It can be helpful in discerning your customers’ reactions to any recent changes you’ve implemented. Although it is a basic and undeniably powerful tool for measuring customer success, you’ll want to add a few more metrics to your toolbox to get a more complete view of your customers’ satisfaction.

2. Net Promoter Score (NPS)

The Net Promoter Score (NPS) asks your customers how likely they are to recommend your business to others. Again, the results are typically scored on either a numerical scale or a scale with options ranging from “not at all likely” to “very likely.”

Of the 5 metrics outlined, the NPS is the highest predictor of customer loyalty; if you can turn your customers into fans who will go far enough to recommend you to their friends, you’ve most likely won yourself a loyal customer.

3. Customer Effort Score (CES)

The Customer Effort Score (CES) takes the focus off of your product or service and instead shifts the focus specifically toward the process the customer endured to get their desired outcome. Rather than rating their satisfaction with the product or service, ask them about their experience. Common questions for the CES are “how easy was it to get in touch with customer service,” and “how much effort did it take to purchase the product.” Once you’ve collected some data, you’ll have a good idea for areas where you’re succeeding, and areas that could use some improvement.

4. (Bonus!) Social Media

Although it doesn’t involve surveying your customers, social media monitoring can be a powerful tool for getting a clear understanding of your customers’ satisfaction. Many turn to their social media platforms to talk about the brands they’re doing business with and are willing to share their experiences. Using a tool such as Google Alerts will let you know whenever your brand is mentioned online, allowing you to check it out and follow up as necessary.

Measuring customer satisfaction doesn’t have to be difficult or intricate, but it is vital for the success of your business. Once you’ve collected data and built your road map, your path to customer loyalty becomes much clearer.

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