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4 views on measuring customer satisfaction


Surveys are just one tool used to measure KPI.

Surveys are just one tool used to measure KPI.

Happiness is a hard term to define in any situation. When businesses need to create consistent customer satisfaction in order to predict accurate market performance, it’s a daunting task with no one simple answer. However, there are a variety of ways companies could tackle customer satisfaction reporting and analysis and each one has its strengths and weaknesses.

Here are four possible strategies for defining the happiness of consumers and how organizations can go about collecting data:

1. General success markers
Rather than trying to read consumer minds, brands should measure satisfaction through internal and external results. Each business sets out to sell a product or perform a service and the numbers should logically demonstrate customer happiness. This can be done using key performance indicators.

Small Biz Trend said sales, conversions and cash flow are all KPIs for customer satisfaction. If consumers keep responding to sales, they’re probably getting what they want in a timely and efficient manner. Businesses often measure the number of increased purchases or upsells after new product or support initiative launches to judge if innovations were worth investments.

When it comes to the customer care center, managers focused on results will look at the the number of first call resolutions, time spent on interactions and escalation rate. Normally, businesses will create benchmarks visible through customer relationship management software for these activities so employees can keep specific goals in mind.

“Companies may want to define unique goals rather than fall in line with industry standards.”

2. Brand specific goals
Just going by basic data may not create an accurate picture of satisfaction. For example, when care agents resolve consumer issues quickly, it may indicate problems are solved efficiently, but not effectively. Short engagement times may also suggest that company representatives aren’t listening to consumers with specific problems.

When designing metrics for success, companies may want to pick unique goals rather than fall in line with industry standards. Survey Monkey, a survey hosting company, said many brands may want to create KPIs based on what a business’s specific consumers should expect from the organization.

For brands seeking a friendly disposition, longer customer call center engagements should feature a pleasant tone and patient care agents. However, brand-specific goals may be hard to measure with traditional management techniques. A company committed to unique care should think about deploying customer satisfaction surveys with questions directly related to the business’s standards for excellence.

3. Advocacy is the ultimate compliment
One of the only ways to get a true read on consumer satisfaction is to see what the customer is uncomfortable saying to a brand’s face. The Net Promoter Score is a relatively new KPI that measures how often a customer recommends a product or service online. Following NPS is a great way to hear honest, unsolicited insight from consumers. Companies can use social media solutions and other Web tracking tools to capture the data associated with consumer advocacy and critiques.

NPS becomes more important as more consumers go online for public reviews before doing business with an organization. There are numerous websites that host public opinions and some customers use social media pages for direct brand interactions. When a business won’t speak with a customer through Facebook or Twitter, the dissatisfied consumer will often share their frustrations with their social network.

4. Open-ended answers
The Harvard Business Review shared the story of a company that created a survey with over a hundred and fifty questions in its attempts to measure consumer satisfaction. In the end, the business decided it would be better to just ask the consumers how they felt instead forcing people to adapt their feeling to predetermined metrics.

Allowing consumers to write their feelings in their own words can be an effective way to recognize customers as individuals with unique standards for satisfaction. However, answers won’t be consistent and businesses will need someone to quantify all of the responses. This is where a third-party customer relationship management service can help. A professional partner with experience in customer care can perform the back office support services necessary to process individual responses and present the results.

By removing the busy work and creating a system to measure unique customer comments, a business can gain individual insight through timely automated software and satisfaction reports.


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