Why you should be measuring customer satisfaction.

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Measuring customer satisfaction

There’s a familiar saying about assumptions. It’s not one we’re going to repeat here verbatim, but we’ll paraphrase the takeaway: Assumptions are guesswork.

Customer satisfaction is one of the most critical aspects of running a profitable and successful business. Yet, many companies lack a process for measuring customers’ perception of their brand and service. It’s easy to assume you and your staff are taking great care of your customers. But if there are flaws in the system, you may not know there’s a problem until it’s too late.

Luckily, the power is in your hands. Implementing one or more of the following strategies helps you to be proactive in creating happy customers.

Conduct a Survey

The survey is an obvious go-to strategy for measuring customer service success–and with good reason. There are many tried-and-true methodologies you can leverage to test your customer touch points.

You may think “big money” when you consider doing a survey, but it’s easier than ever for a small business to develop a do-it-yourself poll. Write up a small handful of key questions, then use a free or low-cost resource such as Survey Monkey to send it out to your email list. The set-up is a breeze, and dynamite analytics are built right into the software.

You don’t need a huge customer list for your survey project to be a home run. Qualitative surveys can flood you with useful insight about your customers’ experience and attitudes.

Pro Tip:

There’s a wealth of information online about popular customer satisfaction surveys, how to structure them, and what questions to ask. You may want to consider:

  • The CSAT (to measure overall customer satisfaction)
  • The Net Promoter Score (NPS) (to gauge how likely customers are to recommend your brand to others)
  • The Customer Effort Score (to assess customer ease-of-use with your product or service)

Worried customers won’t take the time to fill out your survey? Offer an incentive. The information they’ll provide is pure gold and well worth a small gift or discount.

Impress Callers to Win Business

Be an Active Listener

Another massive advantage to being in business for yourself these days is the ability to hear the unvarnished truth from customers in the form of reviews and social media sites. It’s taken the business world a while to get comfortable with this reality. After all, these forums allow your customers to rave about the good but also shout about the bad.

But guess what? You can work both scenarios to your advantage.

First, your customers may sing your praises in ways you didn’t imagine. This positive feedback allows you to re-evaluate your own messaging in a whole new light. It also provides insight into what your customers REALLY find important.

Second, the truth is there are no “bad” reviews. Complaints can magnify negative trends you didn’t know existed. Even better, you can engage with the customer online and work with them toward a solution.

Resolving an issue can generate greater customer loyalty than never having had a problem in the first place. Better yet, other potential customers monitoring the conversation will see you’re willing to go the extra mile to ensure customer happiness.

Pro Tip:

A listening program can be as simple as identifying a few key sites or platforms, then assigning one or more of your staff to listen in. If you want to go bigger, a variety of apps and agencies are ready to help you tap technology for robust monitoring campaigns.

Just Ask

A slight riff on the survey is a brief Q&A script for your customer-facing staff. Develop a shortlist of queries that Customer Service Representatives (CSRs) or account managers can interject into the course of a business conversation.

Does your customer feel their issue was resolved during the call or visit? If not, were they provided with a clear plan of action? Was the process quick and easy or did the customer experience friction? What could your CSR do better next time?

Often just asking the question will put you head-and-shoulders above your competition. Also, it eliminates guesswork about whether the customer got the help they needed.

Pro Tip:

Don’t send your people in cold. Roll out your new Q&A program as a formalized process and acknowledge you’re asking for a behavior change. Highlight that ending a call on a positive note is a benefit for your staff as well as the customer. And consider rewards you might offer for CSRs who go above and beyond.

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Now, plot your course.

Once you have data in hand, it may feel like your job is done, but it’s really just begun. Now, it’s time to make your Customer Satisfaction Plan.

Initiatives can range from rolling out a new set of company values to implementing training for your customer-facing staff to introducing a gamified program that engages your team and provides an incentive for top achievers. It could even include bringing in a pro to outline a formal strategy for continual improvement.

Even one exceptionally positive experience can create a customer for life.  Launch a customer success strategy to measure and improve your customer relationships, help you win new business, and retain your existing customers.

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