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1. Speed of service
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Depending on the kind of service or product you provide, support rates vary. The overall response time for delivering support for instance usually lies within 24hrs of receiving the question/complaint.
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When inquiring after the speed of service, think of the 3 stages in which your customer could have experienced service: before purchase, during purchase/use, after purchase.
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2. Quality of service
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Following the speed of service, it’s as least as important to discover how high your customers rate the quality of your delivered service.
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A few subjects you could keep in mind are:
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\n- Attitude of your staff (both support and sales)
\n- The availability and knowledge of your representatives
\n- How complaints are solved
\n- Openness and responsiveness towards inquiries
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3. Pricing issues
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This one is pretty basic, give your customers room to express how they feel about pricing. Not only the total cost of your product or service, but also value for money and how they see this compared to the market price.
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4. Complaints
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Always, always, always evaluate complaints thoroughly. Take time to look into unsolicited feedback that you can find online in reviews, comments and social media posts to broaden your analysis.
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Make sure you contact users who’ve taken their time to describe a specific issue or complaint. Look for a possible solution with follow-up questions and try to turn that frown upside down.
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5. Overall satisfaction with the product or service
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A good one to integrate into that first short survey we mentioned above. Have the needs of the customer been answered? “Overall, how satisfied are you with…?” will help you along.
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When your audience provides you with responses that result into attributions of quality, you have the first and most important indicator of positive customer satisfaction.
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6. Attributional satisfaction
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Another type of satisfaction to measure that can be divided in two:
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Did you like/dislike the product or service?
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This part has to do with certain product benefits or characteristics.
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\n- Was the product or service useful/meeting expectations?
\n- The cognitive half is more about judgment and if the product was of any use to the customer.
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Tip: You’re right to be curious and measure attitude towards a product or service that your respondent hasn’t used yet. But be careful not to mix this up with questions measuring satisfaction.
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7. Customer loyalty
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If there’s one good starting point for insights into customer satisfaction, it’s customer loyalty. The behavior of returning customers and new customers providing you with good reviews is your first insight into their loyalty.
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Of course, this can also be integrated with questions in a survey after purchase. But keep in mind that actual behavior tells you more than the intention a person expresses.
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Customer loyalty also provides the base for Net Promotor Score. This term is often used in research and specifically in how to measure customer satisfaction. It comes down to one question:
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“Would you recommend the product or service to your friends or family?”
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A respondent is usually asked to indicate the intent to refer your product to someone else with a number from 0 to 10. (Where 10 is very likely and 0 not at all.)
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Curious to see what the current benchmarks are for your industry? Great to keep in mind when you collect your own data. Have a look at them here.
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The score clearly shows us the chance of your customer repurchasing the products.
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Loyalty should be used in combination with other metrics. A few questions to combine it with:
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\n- Satisfaction with the product or brand
\n- Likeliness of repurchasing
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8. Intention to repurchase
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Together with customer loyalty, the intent to repurchase a product or service is an indication of customer satisfaction. It validates the customer’s past satisfaction with your brand and increases the likeliness for the respondent to communicate to others about your product.
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A simple question to include this into your customer satisfaction metrics:
“Do you intend to repurchase the product or service within the next month when you need it?”
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9. Other needed services
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A small extra, but one that can make all the difference to the satisfaction of your customers:
“Is there anything else we can do for you?”
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Customer satisfaction can be increased by keeping an open mind towards questions or remarks a respondent might have, apart from the product or service you’ve delivered.
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10. Your employee’s happiness
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Another ‘extra’ that is often overlooked is the happiness of your closest brand ambassadors: your sales and customer service team. When working on customer satisfaction, allocate some time specifically to your employees, because their happiness about working for your company shows in the way they work and enables them to deliver a higher level of customer satisfaction.
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Improve on this by making sure your team feels appreciated and value their work. Positive effect for your company and your customers guaranteed. You can offer fringe benefits and other incentives to recognize their contributions.
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