Rank higher in Google Maps
Check out new app Check it out
Increase sales
Collect customer feedback that increases website traffic, drives sales and provides actionable business information.
Control your image
It can be really difficult to reply in time to each review. Automate post-purchase communication, especially when you have profiles on multiple review sites.
Loyal customers
Meet the customers, respond to their concerns and create lasting relationships that will result in more returning visitors.
Building trust
79% of consumers trust reviews, so shorten the process of making decisions by customers. Build trust in your brand by showing your reviews.
Product reviews
Collect positive product reviews from customers for your e-commerce brand's online store and increase sales and SEO
Shopify WooCommerce Deconetwork Baselinker See all
mdi-chat-processing-outline
Blog
Find out what's new
Knowledge base
All technical stuff
Analyze your online image
Our tool gives you an in-depth look at what your company's image looks like
Find out more
mdi-chat-processing-outline
Local SEO Customers Pricing
Sign in
Polish
Swiss
Spain
French
Sign in Sign up for Free Increase sales Control your image Loyal customers Building trust Product reviews Blog Knowledge base Local SEO Customers Pricing Increase sales Loyal customers Control your image Building trust Product reviews Blog Knowledge base API Documentation Customers Pricing Careers Team Reviews Catalog Affiliate Program Terms of Use Privacy Policy Data processing

Customer satisfaction - how to conduct customer satisfaction surveys and improve customer service?

Hanna Bernikova
11/12/2023 | 5 min read
Customer satisfaction - how to conduct customer satisfaction surveys and improve customer service?

Table of contents

    Try for free
    my.RatingCaptain Local

    Try our new
    Local SEO tool

    Manage and track visibility of your
    Google Business Profiles

    Try for Free

    Try our new
    Local SEO tool

    Manage and track visibility of your
    Google Business Profiles

    Try for Free

    Customer satisfaction - the indicator on which the success of your business depends. Thanks to the satisfaction received during shopping, customers happily return to the verified seller. To ensure that consumers do not go to the competition but remain loyal customers of your store, read the article below and remember the secret formula that will help you take care of customer satisfaction.

     

    Customer satisfaction - the role in running a company

     

    Customer satisfaction is their emotional state after making a purchase. The level of satisfaction and loyalty of the customer can always fluctuate in two directions: negative, indicating that the customer's experience will be ruined by terrible customer service; or positive - the buyer will be over the moon after using your product or service.

     

    A high level of customer satisfaction increases their loyalty to your company. Research conducted by Lasha (1990) and TARP (1986) shows that 92% of satisfied customers plan to make repeat purchases from the same company. Remember that responding to customer complaints is an important action for every store! Among customers who filed a complaint but did not receive a response from the company for some reason, the likelihood of not making a repeat purchase drops to 46%. If you monitor customer service quality and regularly respond to negative consumer comments, the probability that an unsatisfied customer will come back for your product increases to 91%, which is almost the same as among satisfied individuals.

     

    Customer satisfaction survey and company revenue growth

     

    If you want to increase the satisfaction of your customers, you should first identify the reasons for both negative and positive emotional states after purchasing your brand's products. To meet the criteria and expectations of customers, it is worth using a special tool - customer satisfaction survey. It is a set of methodologies aimed at accurately understanding customer needs, increasing customer loyalty, and determining their satisfaction level. A customer satisfaction survey helps entrepreneurs answer important questions: 

     

    • Does your product meet customer expectations?
    • If not, what do customers expect from your product or service?
    • In which direction should you plan your strategic actions?
    • What elements of customer service in your company are worth improving?

     

    A customer satisfaction survey is conducted in 4 stages:

     

    1. Identifying customer needs.
    2. Designing the questionnaire.
    3. Conducting the survey.
    4. Data analysis and drawing conclusions.

     

    The survey data usually explain several indicators, such as: Net Promoter Score, Customer Effort Score, Satisfaction Index.

     

    Net Promoter Score

     

    The NPS (Net Promoter Score) is a tool used to measure customer loyalty. It helps identify problems that consumers encounter during the purchasing process. An example question that helps calculate NPS:

     

    "Would you recommend our company to others?"

     

    Usually, such a question is presented in the form of a scale from 0 to 10, where a score of 0 means "no trust in the company" and 10 means "I am satisfied with the services of this store". The NPS indicator helps explain the roles of consumers according to Reichheld, and based on the results obtained, implement changes in customer service: 9-10 - promoters, 7-8 - neutral, 0-6 - critics. The Net Promoter Score formula = % promoters - % critics.

     

    Customer Effort Score

     

    Another method of research is CES (Customer Effort Score). It measures the customer's experience and effort made during the entire purchasing process. This method allows you to check, for example, how the complaint process goes in the store, etc. The CES question is usually a 5-point scale, where 1 means "very little" and 5 means "a lot". The CES formula = % of people who answered 4-5 - % of people who answered 1-2.

     

    "How much effort did you have to put into fulfilling your order?" 

     

    Remember! 74% of people change brands if they find the purchasing process too difficult. 

     

    Customer Effort Score

     

    Source: https://www.grohawk.com/customer-effort-score/

     

    Client Satisfaction Index

     

    The last and most popular is the CSAT index, which is the Client Satisfaction Index, measuring the overall satisfaction level of the customer with the product or service.  There is no specific set of questions here, so it can be customized to your needs. The most commonly used is again a 5-point Likert scale, but open-ended questions or standard closed-ended questions can also be used. Here are examples of questions used in questionnaires:

     

    "What is your overall satisfaction rating with our product?"

     

    "How would you rate your satisfaction level after your last contact with our company?"

     

    "On a scale of 1 to 5 (1 - poor, 5 - excellent), how would you rate………………….? (1, 2, 3, 4, 5)"

     

    The disadvantage of this survey is that when answering a similar question, each consumer interprets their satisfaction in a different way. But at the same time, CSAT helps to generally assess the company's performance, whether it is developing in the right direction, and whether it meets customer needs.

     

    Summary

     

    Do not be afraid of new challenges and try to conduct a satisfaction survey of your customers. But remember, to increase sales in your store and attract more customers, it is worth taking care of customer service and implementing interesting ideas aimed at improving it. Customer service online means monitoring opinions, responding to every customer comment, professionally solving problems of dissatisfied consumers, etc. If you are already planning to search for information and applications that can help you with this, we invite you to familiarize yourself with the tool that automates the customer service process - Rating Captain. Read how Rating Captain influenced the development of the Stempleks company here

     

    Please rate this article

    Average rate this post is: 4.72{{ $app.blogCurrentReview }}
    Reviews Catalog - categories
    Accommodation and Food Services Administrative and Support and Waste Management and Remediation Services Agriculture, Forestry, Fishing and Hunting Arts, Entertainment, and Recreation Construction Educational Services Finance and Insurance Health Care and Social Assistance Information Management of Companies and Enterprises Manufacturing Mining, Quarrying, and Oil and Gas Extraction Other Services (except Public Administration) Professional, Scientific, and Technical Services Public Administration Real Estate and Rental and Leasing Retail Trade Transportation and Warehousing Utilities Wholesale Trade

    Try our new
    Local SEO tool

    Manage and track visibility of your
    Google Business Profiles

    Try for Free
    Try for Free Close