Numbers are a marketer's best friend. They can tell you exactly how many people made purchases on your website or give you insight into the exact number of returning users. But there's another kind of statistic that is just as rewarding: customer satisfaction.
Knowing your customers’ level of satisfaction allows you to make informed decisions and take action to ensure they remain happy and loyal to your brand. However, it all starts with understanding what makes them satisfied in the first place.
Keep in mind that depending on the type of business you run, repeat purchases might not necessarily be a good customer satisfaction indicator (for example, if you sell cars).
Therefore, quantitative data alone is not enough. A good qualitative analysis will fill the gaps and show you what kind of data is missing.
Step 2: Check qualitative data
Remember that customers are real people— their feelings and opinions speak better for their actions than raw numbers. Here is a very simple but powerful example:
People buy from you regularly.
This means that you should be happy, right? Business is going well, and apparently, you’re ahead of your competition and there are no negative reviews.
However, you do not know why your customers love you and purchase from you time and time again.
What if they don’t really like you but buy from you out of necessity, as you are the only option they have? This means that a new competitor might destroy your business, and customers will not think twice about shopping with them instead.
That’s why it’s worth collecting qualitative data. It will uncover your customers’ motivations, show you what they appreciate and dislike, what you should improve, and many other factors.
It will help you build a strong position in the market so you can stop worrying about possible newcomers.
But most of all, it will create a lasting relationship with your customers. Adding a quantitative element to your qualitative data is always a good idea, so you can send your customers an NPS survey such as this one:
Keep in mind that this isn't the most efficient method, so we only suggest using it if you have time to analyze your results and if you don’t reach out to many customers at once.
The second and far better option is surveying with the first question embedded in the email. Once the user chooses their first answer, the entire survey opens up in a new tab where they can continue and complete it in Survicate.
For example, here is a survey you can use in your emails:
Skip logic (or question/conditional branching): This feature allows you to change the flow of the questions based on customers’ responses. For example, instead of asking “What car do you drive, if you own one?” just ask “Do you own a car?”. If the respondent answers yes, the following question can ask to specify the model. Also, asking one question at a time is better for your survey completion rates and overall user experience.
Custom design: customer surveys are a part of your overall customer experience. This is why they should follow the overall branding of your website and product. Apply your company colors and logo on customer surveys proudly. Ensure that the survey software you use offers custom CSS to give you control over the design.
Multiple survey question types: The simplest survey tools probably limit you to asking single-choice questions or open-ended questions. In this case, remember that good survey software will provide you with unlimited survey question types. Star ratings, smiley face scales, ticks, sliders, and matrix questions are just some of the question types that you can use.
Define what to measure
Now, you know how to start measuring customer satisfaction with targeted website surveys, email surveys, or a combination of both.
It allows you to measure how satisfied customers are when it matters: just after they completed a purchase.
It’s time to define what exactly to measure. Customer satisfaction is an umbrella term, and you must narrow it down to several survey questions you will ask your customers.
If you ask “How satisfied are you with our company?” don’t expect high response rates. Your respondents will not know what you mean and what kind of answer you expect. In such cases, survey results won’t be very actionable.
As a result, your survey responses will feed Google Analytics data as events.
Create an advanced segment to observe user behavior. For example, monitor who gave you certain CSAT scores or answered customer satisfaction surveys in a certain way.
Now, you can see how survey responses translate into actions, such as visits to your website and purchases!
After a while, you’ll be able to observe some meaningful trends and see how survey responses translate into user behavior.
For example, you’ll see that 50% of people who say they will purchase again actually do it. As a result, you will be able to cut the guesswork and start calculating metrics such as lifetime value more accurately and allocate marketing and sales budgets better.
Start analyzing your customer satisfaction survey data today
To get started with measuring customer satisfaction survey data, all you need is good survey software that integrates with your favorite email marketing tool.
Armed with the right data, you’ll be able to collect customer insights that will ultimately help you stay ahead of your competition. With Survicate, you can create surveys in minutes and analyze all the results in your detailed dashboard. Thanks to our range of native integrations, sharing data with third-party tools is a breeze.
You no longer have to guess what your customers are thinking. Start collecting real, actionable feedback: sign up for a free trial and enjoy access to all Business plan features for 10 days!
Head of Content & SEO
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Hi there! As the Head of Content & SEO at Survicate, I'm in charge of planning and executing our content strategy. I make sure that our efforts align with the company's business goals, while always keeping an ear out for our tone of voice. I occasionally write articles for the Survicate blog to share some know-how I am gaining on the go. I'm always excited to hear from our audience and make improvements to our work. So please do not hesitate to reach out to me if you have anything to share!
NET PROMOTER, NPS, AND THE NPS-RELATED EMOTICONS ARE REGISTERED U.S. TRADEMARKS, AND NET PROMOTER SCORE AND NET PROMOTER SYSTEM ARE SERVICE MARKS, OF BAIN & COMPANY, INC., SATMETRIX SYSTEMS, INC. AND FRED REICHHELD.