Customer satisfaction

In this article we will provide you the Tools to measure customer satisfaction its importance and Factors.

Customer satisfaction is a performance indicator that measures how well a company can meet consumer expectations. It can also be understood, for analysis purposes, as the feeling that arises in him before, during and after the purchase journey .

Customer satisfaction can involve a product, service or experience and fall short, meet expectations or stand above consumer expectations.

When customer satisfaction is high, it reveals the match between what the brand offers and what the customer needs.

When it is down, it is a sign that the consumer did not have their needs met through the experience offered.

A satisfied customer has a chance to become a brand advocate , spontaneously promoting their products and services to others.

Dissatisfied people have the opposite effect: they can jeopardize years of work to build brand reputation by sharing their frustrations.

What is the customer satisfaction rating?

There are multiple points of contact with the customer during their journey, before purchase, during purchase and after purchase, making it a challenge to have a smooth experience at all times.

The Customer Satisfaction Index, or CSAT, is one of the simplest methods for evaluating customer satisfaction.

Usually, the CSAT is measured by asking the customer: “How satisfied are you with our services” , or “How satisfied are you with the shopping experience” , etc. The answer is scored on a rating scale of 1 – 3, 1 – 5, or 1 – 10.

Questions to measure CSAT scores can be applied for the purpose of measuring overall customer satisfaction with the brand itself, but it has the versatility to measure specific interactions with customers as well. Which makes it easier to identify exactly which sectors the company is in need of optimizations.

A basic account is applied to calculate the customer satisfaction rating. And this calculation had better be a constant exercise, because the variation in that value will judge whether the implementations are actually being effective.

As with the NPS score , this result should be increasing, meaning that you are being able to increasingly correct the factors that make your customers uncomfortable.

Customer satisfaction measuring tools

The most common customer satisfaction assessment tools are scales. Researchers can use three, five, seven, ten, and eleven point rating scales. The ideal rating scale to be used depends on the type and focus of the research being carried out.

1. 3-point rating scale

This scale is visually more attractive because it is short and the respondent immediately identifies what it is about without even reading it. Surveys with many points are unattractive and have high dropout rates.

2. 5-point rating scale

This is one preferred by many researchers. Thanks to its reliability, the 5-point scale gives great results.

This scale is very useful for collecting consumer feedback while researching for the development of new products and services.

3. 7-point rating scale

The next tool for measuring customer satisfaction is the seven-point scale, which works best with bipolar scales.

This rating scale is ideal when measuring customer satisfaction for a recently launched product or service.

4. 10-point rating scale

The ten-point scale works best when the intention is to collect more complex data. On this scale, 9 and 10 are indicative of total customer satisfaction.

Researchers include this tool among their customer satisfaction assessment tools , as it allows them to further distinguish and deliberate between the two classifications to further refine processes.

5. 11-point rating scale

The last of the customer satisfaction assessment tools you can use is the 0-10 scale, which is used to help respondents easily respond to the survey by expressing themselves more accurately.

Other Customer Satisfaction Assessment Tools

In addition to CSAT, companies use other metrics that allow for a deeper breakdown of the customer experience. Among the most important are the following:

• Net Promoter Score (NPS)
• Customer Service Satisfaction (CSS)
• Customer Effort Score (CES)
• Customer Health Index (CHS)
• Customer Reviews
• Customer Turnover Rate (CCR)

Factors that impact customer satisfaction

Let’s face it: Consumers want their issues resolved when they arise, in a satisfactory manner.

Nobody expects a perfect product, as long as they have someone to turn to in case of need. And everyone wants to be treated well , of course!

Therefore, empathy is a factor that will directly impact customer satisfaction.

The service team must be trained with specific information about the business in which they operate. However, she must also have qualities that go far beyond that.

Check out some factors that influence customer satisfaction:

1. Expectation

You may have noticed that customer expectations are one of the key factors in customer satisfaction. But she is also one of the hardest to predict.

Tools such as market research , persona development and feedback analysis can help bring them into line with the reality of customer service.

Another important tip is to respond to customer feedback stating why that particular expectation was not met.

2. Presence

The second factor that corroborates what is customer satisfaction is related to the channels you use.

The easier it is for the customer to contact you, the more satisfied they will be.

Being omnichannel and being present, therefore, in the networks and media that it uses, is fundamental.

3. Quality

Well, this is actually the main driver of customer satisfaction.

It even comes before expectation.

After all, if we create a solution ideal that cannot be met, but the company provides us with a quality solution, we are satisfied, right?

Quality, therefore, is the factor upon which you must build your culture of customer satisfaction.

4. Technology

You know when you give all the information to a service agent, they seem to be in the process of solving your question and all of a sudden: Sir, our system is down, can we get back to you in an hour? 

This, without a doubt, is a great reason for you to respond negatively to the satisfaction survey , right?

Therefore, having efficient , stable and quality tools, devices and software are requirements for your strategy to be well applied. After all, projects need equipment to be put into practice, don’t they?

5. Team

This factor of customer satisfaction includes some items directly linked to the culture established within your company. Are they:

• Internal organization ;
• Training;
• Motivated employees.

Integrated and internally organized sectors offer a more aligned and coherent service. Training, in turn, provides the foundation for employees to be able to solve problems, optimizing the time and work of the entire team.

Establish processes, behaviors and strategies, in which the concept of customer satisfaction for your company is a pillar that makes your employees understand the importance they should give to the topic. And, of course, they can have access to information to put this learning into practice.

Importance of measuring Customer Satisfaction

Customer feedback helps you understand what you might be missing out on providing a great experience. Satisfaction surveys allow you to do just that. Using surveys allows brands and companies to:

• Identify new trends
• Reduce the cost of acquiring new customers
• Increase customer retention
• set priorities
• Maintain customer loyalty
• Get brand ambassadors

Once you start implementing customer satisfaction assessment tools, you can begin to optimize processes to exceed your expectations and increase your brand loyalty.