March 25, 2019
How do Brands Measure Customer Satisfaction?
“81% of satisfied customers are more likely to do business with you again if they have a positive experience.” Customer satisfaction is a key metric for a business to create a long-lasting relationship with its customers. Ongoing satisfaction will eventually lead to customer loyalty. This is because once a customer has placed his/her trust in your brand and is sure of being served well, the customer will keep coming back to you. Moreover, “loyal customers are worth up to 10 times their initial purchase value.” Measuring customer satisfaction does not require a big budget or involve a very complicated process. In fact, there are some metrics that you can easily incorporate in your current customer relationship strategy to get the required information. Take a look at some of the ways to measure customer satisfaction -
1. Customer Satisfaction Score (CSAT)Customer Satisfaction Score, also known as Customer Satisfaction Rating provides an aggregated measurement of how satisfied your customers are with your product or services. You have to provide a scale on which customers can rate the product/service (for example, 1-5 or 1-7). It is then calculated by adding the scores, divided by the number of people who have responded. [caption id="attachment_11205" align="alignnone" width="500"] Source: hubspot.com[/caption] The CSAT metric is an easy way of evaluating a customer’s experience in a specific aspect. It can be about the product quality, the delivery speed, the customer support experience, etc. Skype, Messenger and Whatsapp use CSAT metric.
2. Customer Effort Score (CES)Similar to CSAT, the Customer Effort Score also measures a particular experience of a customer but instead of a scale, the ease of experience is measured. For example, after a purchase, you can provide a 5 -point scale from Very Easy, Easy, Moderate, Difficult to Very Difficult. Based on the customer response, you can understand how much effort was required to make the purchase and how likely they are to come back for another purchase. [caption id="attachment_11206" align="alignnone" width="500"] Source: Zingle Blog[/caption] You can use CES -
- After an immediate interaction when a customer has made a subscription or purchased a product.
- As soon as a customer has interacted with your customer service.
- For measuring the general aggregate experience a customer has with a product or the brand.