Measuring customer satisfaction doesn’t have to be complicated or expensive.
In fact, it’s fairly simple to incorporate customer satisfaction measurement into your current customer success strategy. Besides the use of surveys, brands can measure customer satisfaction by monitoring and analyzing other metrics such as social media sentiment (to see what customers are saying about the brand), frequency of complaints or enquiries, level response to loyalty promos (coupons or seasonal sales) and frequency of repeat purchases by the customers.
Have you ever been upset about an interaction you’ve had with a company? It probably happens with more frequency than many of us would like to admit, and it could be in your personal life or with your business. What did you do about it?
Many people, of course, just chalk it up to how things are and don’t think much about it. There are others, however, who want to flex their level of displeasure and want to let others know that what happened isn’t right — and that it wasn’t fixed, either.Thanks to social media and the internet, you can now share what you feel and hopefully persuade others to avoid that same situation.
But therein lies the problem and the peril with social media. If you don’t manage your customer service interactions or you have a call centre that’s less than dedicated to doing a good job, your brand could very easily find itself with a negative situation that goes viral.
Many call centres haven’t really figured out how to adequately measure all the different forms of customer feedback and their level of satisfaction. They’re relying on old-school methods and measurements. But then all of a sudden, one person’s experience that went poorly becomes an experience that everyone is keen to avoid. It goes viral.This makes it important to understand how your customer service department is doing and how you can improve it. You must measure various pieces of the customer satisfaction puzzle. The specific solution isn’t necessarily the important part here.
The important part is stepping back and saying, “If we see that a segment of our customers is unsatisfied, what will we do about it?” Feel free to share and drop your comments on the comment segment below.