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How to Gauge Customer Satisfaction and Improve Service Delivery


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Many businesses experience financial and growth setbacks because they fail to satisfy their customers. While some business owners trivialize the importance of customer satisfaction, studies show that poor service experience is enough reason for 80% of customers to switch brands.


No matter how much you've invested in your business and how unique your marketing strategy is, if you don't prioritize user experience and feedback, you may not get the return on investment (ROI) you anticipate. This article will discuss the steps for measuring customer satisfaction, the tools you need, and what you can do to improve customer satisfaction.


What Is Customer Satisfaction Measurement?

Customer satisfaction is how pleased customers are with your brand, product, or service. Customer satisfaction measurement involves gathering and evaluating information on customer interactions and reviews on the quality of your service. If customer satisfaction is low, it signals the need for changes, whether in availability, pricing, packaging size, or something else.


How to Measure Customer Satisfaction

The major methods for measuring customer satisfaction are:


1. Define Your Goals

The first step to measuring your customer satisfaction is to define the goals you seek to achieve with the exercise. Your goal could be as simple as knowing what your customers think about a new pricing policy. Or it could be to sample customers' opinions on how long your brand takes to attend to their orders. It all boils down to whatever you feel is worth measuring in your service delivery.


2. Set Up an Effective Plan

Once you have a clear view of what you want, it is time to plan to achieve it. A solid plan should highlight every step of the goal, from creating surveys to analyzing results and implementing changes.


The plan should also consider the common limitations you will face across the entire process and how you will overcome them when they arise.


3. Get Customer Feedback Through Surveys

The easiest way to know how to improve customer service delivery is to first determine what your customers think of your services by running surveys. Surveys involve creating a defined procedure to collect users' feedback. You can do this in different ways, including social media polls, online questionnaires, and one-on-one communication with your customers.


Beyond these methods, your customer support lines, emails, and social handles are also a good way of accessing users’ feedback. It's normal for customers to submit tickets, reviews, and complaints through these channels. When you receive them, treat them with utmost seriousness, as they define what your customers think of your products or services.


4. Choose Survey Questions

Develop the right questions to ask your customers in line with your goals. For easy computation, each question can have multiple-choice answers, with each answer having a numerical value. For instance, a question like, "How satisfied are you with your shopping experience on our website?" can have the following answers:

  • Very dissatisfied

  • Dissatisfied

  • Average

  • Satisfied

  • Very satisfied

The numerical value of each can range from 1 in "very dissatisfied" to 5 in "very satisfied." The figure makes it easy to analyze customer feedback and plug the results into suitable metrics.


5. Determine Your Survey Trigger

Survey triggers are specific events or conditions that customers must meet to initiate the distribution of surveys. It could be completing a purchase, reaching a particular milestone, or even visiting a particular webpage.


Each of these triggers can have its own specific survey questions. This helps you to gather feedback at critical points in the user's journey.


6. Analyze Your Survey Results

The next step in how to measure customer satisfaction is to analyze the results you got from your surveys. It's one thing to gather essential data; it's another thing to interpret it effectively. Unfortunately, most people can do the former without knowing how to do the latter.


You will not know the next course of action without analyzing your survey results. You can take things a step further to visualize the analyzed data so that anyone can read and understand the survey results instantly.


7. Choose Your Customer Satisfaction Metrics

Customer satisfaction metrics are measurement indicators businesses use to determine customers' overall experience. In this stage, you plug in your survey results and make relevant calculations that will further help you make informed decisions.


What Types of Metrics Measure Customer Satisfaction?

The following metrics cover areas of customer experience for a better approach to customer service delivery:


Customer Satisfaction Score (CSAT)

CSAT measures customer satisfaction with a product or service. Here's how to calculate your CSAT using the survey results:


First, add up the numerical value you assigned to each response in the survey (e.g., "Very satisfied" = 5, "Satisfied" = 4, "Average" = 3, etc.). Then, divide the total number of responses to get the average score.

For instance, if you got 50 responses with an average score of 4.2 out of 5, your CSAT would be (4.2 / 5) * 100 = 84%.


Net Promoter Score (NPS)

NPS is a customer satisfaction measurement metric that shows whether your customers will suggest your brand to others. Its major goal is to measure customer loyalty. Using your survey and the total number of respondents, you can calculate your NPS score by subtracting the percentage of detractors from the percentage of promoters.


Customer Churn Rate (CCR)

CCR measures how many customers leave your brand over time. To calculate the CCR, you need to first select a timeframe. Then, you can find the total number of customers at the beginning of the period and the number of customers who left during that period.


Customer Effort Score (CES)

CES measures how easy it is for your customers to use your product or service. With your survey data, you can calculate the CES by dividing the average score of customers who agree your service or product is intuitive and easy to use by the total number of possible points in the survey.


Next Steps

As an entrepreneur looking to satisfy your customers' needs and grow your business, it's important to know what other business leaders are doing in terms of offering satisfactory customer service. One way to connect with other entrepreneurs and learn more about their quality customer service delivery strategies is to join a diverse business network like EO Boston.


Beyond getting more practical responses on “How do you measure customer satisfaction and improve?” you will get access to mentorship programs that will help you improve your brand's overall customer experience. Why wait if you have a business with up to $1 million in annual revenue? You can join EO Boston now and take advantage of all it offers. To learn more about your membership qualification for this offer, click here.

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