Surveys

5 Best Practices: Measure & Track CuSat

Chelsea Kaefer

Chelsea Kaefer,
September 23, 2016

I’m sure you’ve heard the saying; the customer is always right. Unfortunately, that doesn’t always mean they’re satisfied, or better yet, delighted. Which means churn continues to rise.

According to Salesforce, a shocking 92% of companies reported a decline in customer satisfaction, with consumers most disappointed by inconsistent service.

This statistic leads me to believe that organizations are aware of the importance of delivering an exceptional customer experience, but they just don’t know how to measure this metric, and make improvements. To aid in this initiative, I’ve done my research and found 5 metrics, listed below, (courtesy of Client Heartbeat) that can help you better understand your company’s level of customer satisfaction (CuSat).

  1. Customer expectation vs perception

Today’s consumer not only wants high quality products; they also expect high quality customer service. Customer service is now even being considered a part of the product. Consumer research and R.L. Oliver’s Expectations Confirmation Theory aims to explain post-purchase or post-adoption satisfaction as a result of expectations, perceived performance, and disconfirmation of beliefs. So, customers should be asked - using a five-point scale - to agree or disagree with relative product/service statements like, “does our service live up to your expectations?”.

2. Likelihood to recommend to friends

Asking your customers the Ultimate Question, “how likely are you to recommend us?”, is based on the Net Promoter Score® methodology.  This question probes both dimensions of loyalty – heart & mind -  and is a direct representation of customer delight. According to Customer Heartbeat, “if customers are willing to put their reputation on the line to recommend your business, they trust you” and are more than just satisfied with your service. Those willing to recommend your brand are loyal advocates. 

3. Customer experience vs ideal experience

Fred Reicheld - creator of the Net Promoter® system of management - strongly believes that the goal of any business should be delighting customers. This can be achieved, in part, by appealing to customers through their expectations. Client Heartbeat agrees, and suggests asking, “how does our service compare to your ‘ideal’ service?” Thiscan be used to understand whether your service meets the needs AND wants of your customers.”

4. Overall satisfaction

This metric is as straight forward as it sounds. Asking the open-ended question, “overall, how satisfied are you with our company?”, will answer the customers’ ‘overall’ satisfaction with your product or service. Client Heartbeat noted that the response to this question will reference “quality, reliability, and customer fulfilment.” This feedback from your customers, positive or negative, is a gift that can be used to create better business practices & improve the customer experience, and similarly, customer satisfaction in the future.

5. Repeat purchase intention

Client Heartbeat says that customer satisfaction “can influence customers on whether they will renew their contracts or purchase more products from you.” Ask customers directly, and in pulse format (to measure operating climate and overall performance), “do you intend to renew your contract when it ends?” This survey question will help you gauge customer happiness and help to predict and model future campaigns on their feedback. Thus, transforming the relationship from a standard service interaction to a partnership.

Looking for next steps to track this feedback? SPLICE offers many resources for further learning on subjects like customer experience, customer loyalty, and employee engagement. Better yet, we provide human voice, and automated, customer survey solutions that receive unparalleled engagement.

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About the Author

Chelsea Kaefer

Chelsea Kaefer

Chelsea is the Client Marketing Specialist and Net Promoter® Certified Associate at SPLICE Software, who holds a Bachelor of Technology degree from Ryerson University, and a Net Promoter Score® (NPS®) Certification. Chelsea specializes in the development and successful execution of marketing campaigns and Net Promoter Score® Surveys – whilst leveraging her strong organization and communication skills. As a Marketing Specialist with multiple years of relative experience, Chelsea is responsible for outbound marketing initiatives, content creation, website administration, and special event coordination in the form of webinars and conferences. In addition, she spearheads SPLICE’s NPS® Voice Survey Program to help improve customer loyalty and grow advocacy.

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