A satisfied customer is the best advertising for your product or service. The importance of the client’s holistic experience is increasingly coming to the forefront. In other words: not only must your product or service amazing, but the customer experience at all stages: pre-purchase (research), purchase (choice) and post-purchase (purchase evaluation), must exceed all expectations.
If you want a long-term presence and growth in the market, then the strategy of effective customer experience (CX) management is crucial – as many as 80% of customers will stop working with companies due to a bad experience. Here are five tools you can use to start measuring customer satisfaction right away.
1. Surveys – identify the wants of customers
Customer surveys help you identify potential problems in their experience with your business. They are a valuable source of feedback on new or upcoming products or improvements to existing products. Surveys allow you to identify new trends and desires of your customers, which you can use to improve or design a new offer.
They can be done via a phone call, text messages, an online focus groups, or by email. Surveys are best done as quickly as possible – when the shopping experience is still fresh.
Na podlagi prejetih odgovorov ukrepajte in uvedite ustrezne aktivnosti – dajte strankam vedeti, da cenite njihove odgovore in jih jemljete resno.
Take action based on the responses received – let customers know that you value their responses and take them seriously.
2. Measuring customer satisfaction – a starting point for in-depth questionnaires
A Customer Satisfaction Score (CSAT) measures current customer satisfaction with a company, its products or services on a scale from 1 (very dissatisfied) to 5 (very satisfied). You calculate it by summing the number of satisfied customers (all who chose a value of 4 or 5) and dividing them by the number of all participating customers. Multiply the result by 100 and you get a percentage of satisfied customers.
Based on the results, you then design a follow-up questionnaire. This will help you discover deeper reasons for customers’ opinions.
3. Customer effort assessment – how seamless is the customer experience
Customer Effort Score (CES) is a metric used in customer service to measure current experience with a product or service. It is a seven-point scale that measures the customer experience from very difficult to very simple. Customers make the call. A value of five or more presupposes easier use and a higher probability that customers will decide to buy again in the future (94% of customers) or increase spending even more (88% of customers).
Moreover, it is advisable to use the customer effort assessment together with the Net Promoter Score (see below), which measures the consistency of the relationship. A customer may have a good relationship with your company, but in a particular situation they had a bad experience. They demonstrated that by choosing a low value (4 or less).
4. Net Promoter Score – how loyal are your customers
Net Promoter Score or NPS is the gold standard for measuring customer experience. It measures customer loyalty to the company. On a scale of 0 to 10, a customer selects a value that illustrates the likelihood that she will recommend a company, product, or service to others.
Furthermore, dissatisfied customers will choose values from 0 to 6, satisfied 7 to 8, and loyal and enthusiastic ones who will also recommend you to others will choose values of 9 or 10. In contrast to CSAT, the Net Promoter Score measures the consistency of the relationship rather than an isolated interaction. You get it by subtracting the % of dissatisfied customers from enthusiasts.
A score higher than 30 indicates more enthusiastic and loyal customers. The higher the score, the more likely customer recommendations are to bring in new leads.
5. Social listening – what customers say about you online
Social listening refers to the monitoring of comments and posts on social networks, forums and evaluation sites. It is an indispensable source of information. You can find out what your customers want, ask what problems they are facing and at what stage of the journey they are.
One of the tools you can use for social listening is Google Alerts: define keywords and phrases that are related to your brand, and you’ll receive an email notification every time someone uses them on the web.
Thus, it is important to have a plan in place to respond to both positive and negative posts, as well as questions customers have about your products and services. Customer support staff should be involved in preparing the responses.
Useful: You can find out how satisfied your customers are with the customer support metrics calculator >