How to Measure customer satisfaction
Al Montather Rassoul
Founder of MRC Consultancy, The Fifth Skill News | Making a Difference in Media, Humanitarian Efforts and Business world | LinkedIn Top Voice
How customers view a business is significantly based on their experiences with it and their own personal outcomes. Customer interactions with an online business, whether directly or indirectly, can affect if they choose to return in the future. That’s why it’s important for e-commerce businesses to constantly assess customer satisfaction.?
Measuring customer satisfaction involves conducting research to determine the performance of products or services based on how they are perceived by customers. The benefit of measuring customer satisfaction is that it can help a business gain profit and a competitive advantage. The following are steps on how to measure customer satisfaction.
1. Define goals
Before a business can begin to measure customer satisfaction, it must define what to improve. There are many steps to a buyer’s experience with an online store, including selecting the item they want to purchase, the checkout process, and the item delivery. Each of these steps has the potential for something to go wrong, so it’s essential to be specific when thinking about what research goal.?
Goals should be specific, measurable, attainable, relevant, and time-bound. Keep this in mind as you develop your goals.
Examples of goals are:
2. Choose a customer satisfaction survey type?
There are many types of customer surveys to gain insight to how customers feel about a business. The following are some common types of customer surveys.
Customer Satisfaction (CSAT) Survey
Customer Satisfaction surveys—or CSAT surveys—are used to measure a customer’s satisfaction with products or services.
Net Promoter Score? (NPS) Survey
Net Promoter Score Surveys are single-question surveys that ask respondents to rate the likelihood that they would recommend a company, product, or service to a friend or colleague on a scale from 0 for not at all likely to 10 for extremely likely. Unlike general CSAT surveys that are intended to measure customer satisfaction with a specific service or brand, NPS surveys are intended to measure the loyalty of customers to a company. The scores are broken into three categories:?
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To calculate a NPS score, businesses subtract the percentage of detractors from the percentage of promoters.?
For example, if 15% are detractors and 60% are promoters, the overall NPS score is 45%.?
Usability Survey
For e-commerce businesses, most of the purchase is done through the online store.
Usability surveys relate to the customers’ satisfaction with the company’s website and identify any problems they may experience along their shopping journey.
3. Select a survey medium
Once you’ve selected a survey type, it’s time to select a survey medium. Different mediums can include:?
Once a business receives customer feedback, they can view how customers feel about their brand, services, or products. They can choose to implement the feedback based on trends in the data collected to make customers more pleased with future shopping experiences.?
Key Takeaways
Overall, businesses should strive to keep their customers happy. Purchases made by returning customers make up a large portion of future sales, so implementing helpful feedback is particularly important. By collecting positive and negative feedback, brands can effectively grow their business.