91% of unhappy customers will never purchase from you again.The core objective of any business should therefore be the creation of happy customers. Yet, it is severely underrepresented in companies strategic goals and metrics. This is partly due to the fact that measuring customer satisfaction is not as straightforward as e.g. measuring revenue streams or website visitors, making it hard to set up clear goals. There are however some great metrics and tools out there designed for this purpose. Let’s go through some that can be applied in your business today.
Surveys to Measure Overall Satisfaction
This assesses your customers’ experience with your product or service. It’s the direct response to perceived quality based on the perceived needs and expectations customers had.
Overall satisfaction can be measured through a survey conducted from your customers after they finished the purchase process. Survey Monkey has a comprehensive set of surveys you can use to assess your customer’s satisfaction. Another great tool that we recommend you to experiment with is Floq, an app that allows you to create professional looking surveys that can easily be implemented via e-mail, link, or on your website as a pop-up.Another survey tool commonly used is Google Forms. This free tool allows you to easily set up surveys.
Objective Measurement Approach For Loyalty
Customer loyalty is an excellent mirror for customer satisfaction as it’s used to describe the behavior of repeat customers, as well as those who offer good ratings, reviews and testimonials. Loyalty can also be measured via a survey after the purchase process, it is however more powerful to measure the actual behavior than the intention.This can be done with the Objective Measurement Approach. Recommended by Bob Hayes in Business Broadway, this framework allows you to analyze the historical records inside your CRM system – for example purchase scores or online behavior – and relate them to other metrics related to your business model, such as consistency of subscription renewals.
Apps for Attributional Satisfaction
One of the best ways to measure the satisfaction regarding a certain product or feature (could be with your support service) is by providing a reasonable context which customers can relate to. Asking your customers whether the support team was friendly or whether they felt rushed allows you to understand how important these elements are for the whole picture.One popular tool to assess attribution satisfaction is Qualaroo a platform which allows you to gather the answers from these questions as well as set up the linking webpages from your website in order to make it easy for your customer’s to let you know their review.Another easy and interesting tool is Temper an app that allows you to monitor the customer mood, spot frustrating experiences for further development, and clearly understand customer satisfaction regarding different pages, different products or scenarios. Also useful for A/B testing.
Measure your Exit and Abandonment Rates With Tracking Tools
A high exit or abandonment rate measured in your analytic tool is a direct behavioral indication of customer dissatisfaction. Exits and abandonment are natural phenomenons in eCommerce, but an unnatural high percentage indicates that your page and process could be optimized.It’s hard to make a judgement about exactly what is wrong with your page based solely on the numbers inside your tracking system. To get insight about the true causes it is useful to implement a feedback tool on these pages, for example a live chat window that pops up after a certain time.
Net Promoter Score
This may well be the most popular way of measuring your clients’ loyalty. It measures the likeliness of a customer referring you to someone else. The customer is asked how likely he would recommend you on a scale from 1 to 10.
Do you know anymore tools or metrics, let us know.