Customer satisfaction

KPIs to measure

Determine customer satisfaction: Satisfied customers are worth their weight in gold! Customer satisfaction is a very important key figure - regardless of whether it is a B2B or B2C business. The goal of every company is a high level of customer satisfaction in order to build long-term customer relationships and receive positive feedback in the form of ratings. This in turn influences new customer acquisition, because satisfied existing customers and positive feedback attract new customers.

You can find out how to determine customer satisfaction in this article.

Why determine customer satisfaction?

Customer satisfaction is the basis for building trust and long-term relationships with existing customers. To get a regular overview of the customer experience, it is necessary to monitor or measure customer satisfaction. Weaknesses can thus be recognized at an early stage and optimised in a targeted manner.

The satisfaction of your customers should be present at all points of contact with your company and should be positive. It is about much more than a product or service that should be positively evaluated.

How can you determine customer satisfaction?

Customer satisfaction is often defined by a gut feeling of the sales team or even by increasing sales figures. However, if you want to get an actual overview of your customer satisfaction, and not only across the board, but at all relevant customer contact points, you have to find out far more criteria. In order to be able to determine customer satisfaction, there are a number of parameters and analyses that need to be taken into account:

  • Determine customer satisfaction with Customer Experience Feedback: With the help of customer surveys, customers are asked about their satisfaction. With the help of the eTrusted solution, this can be implemented in a personalised, fast and conversion-optimised manner. Here, an individual evaluation invitation and a questionnaire are compiled. This can be carried out at various contact points in order to analyse customer satisfaction along the customer journey. In this way, it is possible to react to changes in real time and address weak points before they have a negative impact on your customer business.
  • Determining customer satisfaction with the Customer Satisfaction Score: Customers rate the services of a company on a scale. The result (CSAT score) reflects the level of satisfaction with the services. Typically, questions such as "How satisfied were you with a product/service/company?" are asked. In addition, however, individual aspects can also be addressed: "How satisfied were you with the customer support?". These questions, which can calculate the CSAT in the end, can of course also be integrated into the automated surveys. They should even be part of it.
  • Determine customer satisfaction with the Customer Effort Score: The CES indicates how complicated the interaction with the company is perceived to be. The value is used to identify weak points in different departments. (e.g. customer service). Often this metric is used to specifically determine customer satisfaction with customer support, or the findability of relevant information. On a scale of 1 to 7, customers determine their level of effort. Customer satisfaction does not only refer to positive experiences with people, products or the brand. Customer loyalty is also determined by the simplicity of an experience. The simpler, clearer and more time-saving, the more positive the customer experience.
  • Determining customer satisfaction with the Net Promotor Score: The NPS measures the likelihood of customers recommending a company to others. This value indicates how loyal customers are to a company. On a rating scale of 0 to 10, the customer indicates how likely he or she would recommend the product/service/brand to others.

    The following categories of customers can be defined when determining the NPS:

    0-6: Detractors - The detractors are not satisfied and would not recommend. In addition, this is the group of customers who are more likely to leave negative feedback.

    7-8: Indifferents - The Indifferents are not dissatisfied, but not satisfied enough to recommend your brand to others. These customers are more neutral towards your brand. They are neglected for the calculation of the NPS.

    9-10: Promoters - These are your fans. They are very satisfied and would recommend your brand to others.

    To calculate the NPS, the percentage of decrators is subtracted from the percentage of promoters. The NPS can therefore be between -100 and 100.

  • Determine customer satisfaction by monitoring rating platforms and social media channels: In order to get a good overall view and to be able to comprehensively determine customer satisfaction, it is also essential to screen other rating platforms. What is the feedback from customers and interested parties on the products, services and the brand as a whole? What, if anything, is criticised? What is mentioned positively? In addition to rating platforms, social media platforms should also be used to determine customer satisfaction in its entirety. In addition to the company's own social media pages, you can also search for feedback (e.g. with the hashtag search). How does the feedback turn out here? What is particularly positive and what is particularly negative?

    All this reflects the satisfaction of your customers and can be used for improvement. Of course, written customer satisfaction, especially on rating platforms and social media, has a significant influence on your (online) reputation. Find out how you can improve your reputation here.

  • Determine customer satisfaction in personal conversations: In addition to all the automated and digital ways of determining customer satisfaction, regular personal conversations should also be held with randomly selected existing customers. This way, questions can be asked and solutions and improvement approaches can be discussed in more detail.

Determining customer satisfaction - the summary

Satisfied customers are the basis for long-term business success. Determining customer satisfaction should therefore be an automated regular task. As described above, several instruments should be used for this purpose.

The values you obtain from the measurements show you where there is potential for optimisation and at the same time serve as a benchmark for later surveys.

Furthermore, measuring customer satisfaction gives you an idea of which customers are your most important fans. This can be particularly important in order to make special offers to precisely these customers or to ask for a recommendation.

Satisfied customers are the best advertisement.