How to measure customer satisfaction in 3 Simple steps

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The Different Ways You Can Measure Customer Satisfaction (CSAT) Rates

Studies have shown that a poor customer experience is one of the main reasons behind customers seeking business elsewhere. It’s clear, then, that regularly setting aside time to measure customer satisfaction rates is an essential part of running a successful company.

That said, there are several different ways you can measure your company’s customer satisfaction score. With so many options at your fingertips, it can be difficult to know the best route to take. So, in this article, we’ve brought together some of the best methods you can use to measure your customer satisfaction score.

How To Measure Customer Satisfaction (CSAT)

As mentioned above, there are many different ways to measure customer satisfaction. In this section, we walk you through using surveys.
1. Choose a customer satisfaction survey metric

One of the most important call center agent skills is the ability to communicate with clients across a broad range of mediums.
Despite what the name implies, call centers don’t only use phone calls to speak with customers. In recent years, they’ve embraced an omnichannel approach, utilizing email, text, and instant messaging as well as phone calls. This means call center services are a great deal more accessible to customers who might struggle to use the phone for whatever reason.

Because of this, it’s crucial that a call center agent can effortlessly transition between multiple platforms. A successful agent will feel equally comfortable communicating over email and instant messenger as over the phone, and vice versa.
  • Using Net Promoter Score (NPS) surveys
    Your NPS is a measure of how many of your customers will recommend your services to others based on their own experience with your company. NPS surveys can be issued at multiple points throughout the customer journey, allowing you to more easily spot “problem areas” in your company’s service.

    For example, if your customer support services are given a low rating by customers during surveys, you know to focus on improving that aspect of your company. You might do that by using Selmo to create call scripts to help your agents provide customers with stellar service.
  • Using Customer Effort Score (CES) surveys
    CES surveys reflect how easy and straightforward of an experience your customers have had with your company. This could reflect anything from how easy it was for the customer to find one of your branches to how easily your products can be used. Data is collated in similar surveys to customer satisfaction scores and can be used to target problem areas of your company.
  • Using Customer Satisfaction (CSAT) Score surveys
    A customer satisfaction score measures your customers’ overall level of satisfaction with your company’s goods or services. customers will rate their levels of satisfaction on a scale of anywhere from 1-3, 1-5, or 1-7. The number of satisfied customers based on these surveys is expressed as a percentage, and this percentage is your customer satisfaction score. 

    Your customer satisfaction score is a very useful metric when it comes to forecasting company sales. Taking the time to measure CSAT can thus empower you to make better decisions for your company.
2. Using well-designed surveys

So, we’ve established that there are a variety of different metrics that can be measured using customer satisfaction surveys. But now you’re probably wondering how exactly you make effective surveys in the first place.

Here are a few simple pointers to help you design useful surveys:

  • Keep your surveys short and simple.
  • Don’t clutter surveys with unrelated questions.
  • Customize your surveys so that they match your company brand.
  • Create surveys for various points of the customer journey.
3. Using CX measurement tools

There are lots of different CX measurement tools out there. The trick is finding one that best suits your purposes.

The best CX measurement software will provide you with a ton of different options for surveying customers, including sending customer satisfaction surveys through email or text. That way, you increase your chances of customers responding to your surveys.
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Customer Satisfaction Tools

When thinking about how to measure service quality and customer satisfaction, you should consider what tools you’re going to use to get the data you need. In this section, we talk you through some of the best options out there, and will also explain how to measure customer satisfaction without surveys.
1. Net Promoter Score (NPS)

We’ve already mentioned the usefulness of NPS surveys for your company, but they’re worth highlighting again. NPS surveys not only demonstrate company loyalty but can also help you to predict company growth. The more customers who are satisfied with the quality of your service, the more likely they are to spread the word about your company, and the more likely you are to expand.
2. Chat logs

Reviewing live chat transcripts is a great way of getting customer satisfaction feedback without having to send surveys directly to your customers. That way, you don’t have to rely on customers filling out your surveys; all the information you could need is already at your fingertips.

In addition to chat logs, call transcripts can be a great source of information. Selmo comes with inbuilt call analysis features, meaning you can mine past conversations for useful pieces of customer feedback.
3. Social media

In today’s increasingly digitized world, social media is only becoming increasingly popular. An ever-growing number of brands seem to be popping up on Twitter, Facebook, TikTok, and more. As such, it’s important that your company has an active online presence so that you can draw in as big an audience as possible.

That being said, oftentimes a customer’s first impression of your company will be informed by what they see on your social media profile. Social media mentions and interactions can therefore be useful tools when it comes to gathering feedback on customer satisfaction.
4. Marketing emails

Using marketing emails is another great way of gathering information on customer satisfaction and boosting engagement. If you haven’t already, consider starting up a newsletter so that interested customers can keep an eye on what you’re up to as a company.

If you like, you can add links to customer surveys to these newsletters, giving customers a chance to voice their opinions. For even greater convenience, you can even embed customer satisfaction surveys into your emails. That way, your customers don’t even have to open another web page to give you their feedback.
5. Texting

These days, texting is rapidly becoming more popular than calls or emails. With the click of a few buttons, you can easily send out surveys to hundreds of customers and measure the CSAT of a wide demographic. Since you’re reaching them while they’re on the go, customers are more likely to respond compared to if you were to send them a link in an email.
6. Churn rate

The majority of customers leave a company without completing any surveys or leaving reviews. At first, you may wonder how such customers can provide you with any useful information at all. This is where the churn rate comes in.

Your churn rate measures the number of customers who leave your company. Even if many of those people did not leave a review, you can probably safely conclude that most of them were not fully satisfied with your service, or else they would have stayed.
7. Follow-up surveys

We’ve already explained the usefulness of surveys when trying to measure customer satisfaction, but we’d like to emphasize the importance of using follow-up surveys, in particular. These surveys are handy because they help gauge a customer’s immediate response to their interaction with your company. It’s always a good idea to ask customers to fill out surveys while the experience is still fresh in their minds.

How to Boost Customer Satisfaction Rates

Now that we’ve explained some of the best ways to measure customer satisfaction, the question is: how can you boost those figures? There are lots of different things you can do to improve your customer satisfaction score. In this section, we’ll break down just a few of them.
  • Be transparent about your pricing
    The first thing to keep in mind is to price your goods and services fairly and to be transparent with your customers about your pricing. No matter what type of company you’re running and no matter your target audience, price always plays an important role in customer satisfaction. Being honest with your pricing will therefore go a long way to boosting that all-important customer satisfaction score.
  • Ensure changing or canceling subscriptions is easy
    There are few things more annoying than having to jump through a bunch of hoops just to change or cancel a subscription or contract with a company. When you make it difficult for customers to make such changes, they will feel less inclined to trust your company, feeling instead that you’re trying to trick them into staying with your company. 

    To avoid making your customers feel this way, ensure that your company’s cancellation process is clear and straightforward.
  • Regularly ask customers for feedback
    To make the most of customer feedback, you should ensure that you ask for it on a regular, consistent basis. This not only helps you track customer responses to any changes you might make to your company, but it also demonstrates how much you care about your customers and their opinions

    If you’re looking for a piece of software that will allow you to survey your customers easily, try out Selmo! With our program, you can include a pre-recorded survey to play at the end of phone calls, allowing your customers the opportunity to have their voices heard.
  • Offer 24/7 support to your customers
    High-quality customer support is extremely important to your customers. So, you should make sure they have access to help whenever they need it by putting in place a 24/7 customer support team to ensure their satisfaction.

    To ensure your phone agents can give your customers the help they deserve, consider using Selmo. Our call forwarding feature helps ensure that callers get to where they need to go, meaning they’re able to get help sooner.
  • Provide new customers with training and informational content
    If you sell products that can be difficult for your customers to wrap their heads around, then consider providing them with free learning materials. Onboarding new customers with tutorials, informational content, and other types of training will help them get to grips with your product. This, in turn, will decrease the likelihood of them giving up completely and leaving your company and will boost customer satisfaction.
  • Introduce loyalty programs to your customers
    Creating loyalty programs for your customers will make them feel more valued by your company. By providing incentives, you encourage customers to make repeat purchases and engage with your company. You also encourage them to advocate for your company with others.
  • Foster a sense of community
    Building a community around your company is useful for multiple reasons. It can help encourage a feeling of company loyalty in your customers. It can also help to educate them on your products since it will provide customers with the opportunity to discuss your services.
Boost Your Company by Considering Customer Satisfaction Rates
Customer satisfaction scores are an invaluable resource for measuring how your company is performing. By really listening to what your customers have to say through surveys and by implementing their feedback, you’re sure to see your company grow more and more successful. 

By following the tips set out in this article, we hope you’ll find that out for yourself.

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