Measuring and listening to customer satisfaction, a real asset for your website

Measuring and listening to customer satisfactionWhy gauge it?

A market overflowing with competitors is making it crucial for companies today to pay attention to their customers’ satisfaction. The quality of service delivered to clients has become a key instrument to stand apart from competitors and gain added value. To live up to your clients’ expectations, you need to be aware of your strengths and weaknesses and know if your promises to customers are kept.

“You need to meet your client’s expectations”, that’s the first thing you need to remember from this article.

How to measure it?

Choosing the sample

How many responses to the survey do you need for the collected information to be pertinent? Who is your target? To whom is your survey addressed? To your entire clientele or a specific group? What purpose does the survey serve in each group? These are questions you need to answer before inquiring on your clientele.

Frequency and timing

To avoid irking your clients, it’s best to space out in time your questionnaires. If you want to get maximum quality responses for your survey, you need to measure a customer’s satisfaction shortly after his customer experience involving your product, service or website.

Choosing your assessing tools

There are many instruments to measure customer satisfaction. Here are the major ones:

The Consumer Satisfaction Score or CSAT: it’s a classic question to know whether or not your client is satisfied. Measure his overall satisfaction vis à vis his customer experience; or measure his satisfaction specifically for the product, service, etc.

The Net Promoter Score or NPS : it gauges your client’s loyalty to you; his emotional relationship to your brand. It’s the probability of your customer recommending you to his entourage.

The ideal experience: it assesses where his customer experience stands in regards to his needs, expectations and desires.

The Consumer Effort Score or CES: it measures the effort made by the client to get what he wanted. Reminder: the less effort a customer has to make, the more faithful he is to your brand. This indicator determines the moment when the effort will be at his highest in the customer’s journey to then act on it.

Once you’ve defined the outline of your strategy, you are free to choose which tools and techniques to use to measure a customer’s satisfaction.

A piece of advice: for those using a click to chat or live chat solution, a good way to collect additional data on your clients’ satisfaction is to send them a very short satisfaction questionnaire at the end of a chat. The Internet user, in most cases, will take the time to answer it!

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