measuring customer satisfaction
May 26, 2016 | Shares:

Measuring Customer Satisfaction: You’re Doing It All Wrong
5 min.

When was the last time you filled out a survey or participated in a focus group?

That’s what we thought.

We’re living in the 21st century, so why are we still using old-school tactics for measuring customer satisfaction?

Savvy marketers seeking to effectively measure customer satisfaction need to get with the digital times. Old techniques aren’t just outdated, they’re also often ineffective.

Many old tactics relied on asking for customer opinions about their possible future actions, but, as marketing researcher Malcolm Gladwell and many others have noted – people’s reported behavior often vastly differs from their actual behavior.

Luckily, new technology allows brands to gather valuable data that bridges this gap and projects more accurate reflections for measuring customer satisfaction.

5 Strategies for Measuring Customer Satisfaction

For those who want to know how they can stay on top of the latest techniques, here you go.

1) Replace Surveys with Site Reviews

To measure overall customer satisfaction, the old method used to be asking customers to complete surveys to gather consumer opinions.

While there’s nothing wrong with this method in theory, in practice, today’s time-starved, perpetually multitasking shopper often doesn’t have enough time to fill out a lengthy survey.

But that doesn’t mean they don’t have something to say.

To reach these customers, asking for quick site reviews of your customer service and brand is the best way to get a view at their overall satisfaction. Reviews offer a quick way for time-crunched, on-the-go customers to give feedback.

Additionally, in contrast to product reviews, site reviews allow an opportunity for customers to reflect on their satisfaction with your brand and service, not just a particular product.

Tips to get more reviews include making your review request as easy as possible to complete, making sure it’s mobile friendly, timing it right, and even boosting requests with coupons or other incentives.

Make leaving feedback simple for your customers so you can get more of the opinions that matter.

2) Stop Measuring Customer Loyalty With a Net Promoter Score

In which case are you more likely to eat ice cream: when a friend promises to bring you an ice cream later, or when a friend is standing in front of you handing you a giant chocolate chip scoop atop a warm waffle cone?

Hopefully, your friend would show up and you would end up with two ice creams, but for the sake of argument, let’s agree that the friend who actually has the ice cream is more promising.

Now let’s compare this to customer loyalty: which do you trust more, a customer who says they may possible share about your brand, or a customer who actually is sharing about your brand right now.

The answer seems obvious, right?

So why are brands still using net promoter scores to find out how likely customers may be to share about their brands?

Rather than asking customers to rate on a scale of 1-10 how likely it is that they would recommend your company – a flawed tactic, since what people say they would do and what they actually do are often worlds apart – measure how many customers actually share it with their friends.

A nifty tip for this is to ask customers to write and share site or product reviews on social and then track who is actually sharing and what they’re saying.

Word-of-mouth is measurable. So stop guessing.

The data on who is actually sharing is staring you right in the face. Start using it.

3) Rely on Exit and Abandonment Rates Instead of Focus Groups

Focus groups were once a great way to gather insight into what you customers wanted, how they react to products, and how they behave while using your products.

For quicker, more reliable results (again – what people say isn’t always what they do), replace focus groups with data.

Learn how customers navigate your products and sites by tracking their on-site behavior.

Track exit rates on specific pages and pinpoint where cart abandonment happens in order to see your weak points.

High exit rates can be attributed to specific landing pages so you can understand what part of the buying process may have not been great.

High cart abandonment rates can also be better understood by figuring out when customers decide to ditch.


4) Read into Product Reviews – Including the Negative Ones!

Product reviews are a valuable source of feedback that can allow you to measure real-time responses to your products.

Read into your product reviews and identify whether issues are repeated or one-time occurences.

Additionally, use negative product reviews to your advantage.

Commenting or responding to reviews is an excellent way to increase on-site conversion by showing people your brand truly cares.

People love to see that you heard out their complaints and want to make a change, and it shows other people that customer satisfaction is a priority to you.

5) Find Out What Customers Want (What They Really, Really Want)

All the customer satisfaction KPIs don’t matter if you’re not measuring what matters to your customers.

Maybe your customers aren’t concerned with waiting a bit longer for products as long as you keep offering free international shipping. Or maybe they would rather have instant social support than 24/7 phone support.

You need to align your customer satisfaction KPIs with the things that really matter.

Stop measuring customer satisfaction KPIs that are irrelevant, so you can focus your attention on building a positive customer experience..

Aimee Millwood
Aimee Millwood, Director of Content at Yotpo
Aimee loves hummus and hates misplaced commas.

@aimeemillwood – Follow me

  • Daugvinas

    2) point is terrible. Most of the customer are and probably will continue to share their opinion in private. Social-of-mouth is measurable but that’s just a tip of an iceberg.

    • I definitely agree that most of the customers will continue to share their opinion offline, but the reach in that is so small. Offline and organically, at maximum an average person would probably tell 10-100 people about a brand they love or great customer experience they have. Online, their opinion has so much more reach, and brands can capitalize on this and offer incentives like discounts etc. for user opinions.

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