Many companies offer service to their customers, however, most of these companies do not provide quality service, making the customer simply no longer look for their products or services. Clearly, it can be difficult to be objective when evaluating your own customers' happiness. Fortunately, the question of how to measure the customer satisfaction can be answered more accurately than you might think.
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Why is it so important to know how to measure customer satisfaction?
Customer retention is a crucial metric as it is much more expensive and time-consuming to acquire new customers and build your brand through your reputation than it is to build an existing relationship. Customer loyalty is critical to a long and fruitful business relationship.
Given the wealth of options available to a disgruntled customer, they will have no qualms about taking their business elsewhere after a bad experience. Find out how to measure the customer satisfaction it is necessary, as it can be both an indicator of growth and a warning measure against turnover.
The concept of customer happiness is complex and encompasses many different factors. It's not as simple as measuring revenue or growth, although it definitely affects those two metrics. This article aims to clarify how to measure the customer satisfaction and how to use that insight to your company's advantage.
Ways of measuring customer satisfaction
When customer service agents respond to customer concerns, do they understand how the customer feels at the end of the service? To deliver excellent customer service across any channel, whether over the phone, chat, SMS, email or social media, it's not enough to deal with concerns in a timely and professional manner. The surveys of customer satisfaction allow companies to better understand what is working well and what areas need improvement.
These surveys can have a critical impact on a company's reputation and its long-term success in a number of ways. For example, properly addressing customer concerns can result in fewer negative comments that customers may be tempted to post on social media channels or spread by word of mouth. The direct result is greater loyalty and a greater chance of customer retention, as well as the ability to attract new business as customer service improves.
Companies can also learn what products or services customers are looking for and work to offer them expansion of their business. Finally, it is important to note that it costs more to attract new customers than to retain existing ones.
Two ways to carry out these surveys are post-contact and periodic.
With a post-contact survey, a customer can agree at the beginning or end of a call with a customer service agent – on any channel – to complete a satisfaction survey detailing their experience. This type of survey allows a company to monitor and improve the performance of a specific agent, as well as track the case history of a specific customer to provide better individualized service.
With periodic surveys, customers can be contacted monthly, quarterly or annually to provide global feedback, which can be beneficial to the company's strategic planning and marketing campaigns.