Researching and improving customer satisfaction should be part of your day-to-day work. Having a good customer satisfaction process will close customer feedback loop and ensure you understand what/why customers like or dislike about your business. This knowledge will empower you to grow customer satisfaction in the right direction and build memorable experiences.
This is why you should research customer satisfaction and look for possible improvements.
Before we begin, let me highlight one thing:
When growing customer satisfaction, your strategy should be focused on outperforming yourself (your previous CSAT score) and become better step by step. Don't to compare yourself against industry benchmarks. - Rome wasn't built overnight!
CSAT industry benchmarks can be misleading, especially when you operate in industries that traditionally report low customer satisfaction, like entertainment (read more about customer satisfaction across industries).
If you reach the CSAT score of 77%, should this make you happy? On the one hand, 77% can put you in front of your direct competition. But on the other, you’re still far away from world-class customer satisfaction standards that are more-less universal for all industries.
Yet, comparing yourself against industry benchmarks can still help you monitor if you maintain a competitive edge.
We even prepared a 2021 NPS benchmark report to help you stack up your Net Promoter Score against industry averages. And the CSAT industry benchmark report is on the go and will be released very soon!
Below you can see free customer satisfaction survey template created by customer satisfaction experts at Survicate. Try it and see how it works before reading further.
Pro tip: The core customer experience metric should be quantitative - either expressed in numbers (like NPS) or answers to a close-ended question. It will make tracking changes over time much easier and reliable.
Open-ended questions are useful for digging deeper into customers’ opinions and collecting valuable insights.
2. Create a Customer Satisfaction Survey
When you already know your goals and metrics it's easier to say what exactly you want to research, then it’s time to create a survey.
Pro tip: Keep it as simple and short as it gets to maximize response rates. Also, customer surveys must be relevant, so make sure customers are asked only questions they can actually know answers. It usually means the need for segmenting customers.
Example: New customers new and returning customers should be asked different questions when researching customer satisfaction.
It’s difficult to talk about a minimum sample size because it often depends on the number of customers you survey.
For most of the companies, it’s impossible to reach statistical significance and a few hundreds of answers or even less must be enough. For a very small company, getting more than 100 answers can be challenging yet it shouldn’t discourage you from measuring customer satisfaction.
4. Analyze Results
Analyzing the results makes the key part of the customer satisfaction process. Only good analysis lets you find out how satisfied your customers are really. If you use only closed-ended questions, analyzing answers will be easy because you’ll view a breakdown of answers.
If you used open-ended questions you will need word cloud to quickly make sense of collected answers.
While analyzing answers, think about what they imply.
5. Turn Customer Feedback in Action
Analyzing the results not always makes you smarter, but also allows you to make informed decisions on improving customer satisfaction.
Without this step, researching customer satisfaction or running any other customer survey is mostly a waste of time.
If customers complain about the quality of customer service, dive into this issue and think about what exactly can be improved.
Maybe all the people complaining contacted the same customer service agent? If your customer complain about the website - create the plan on what needs to be improved and talk to the IT to see how you can fix the issues.
When improvements are implemented, it’s time to move on to the last point of the customer satisfaction process.
6. Survey Again
Growing customer satisfaction is a process and you need a place for it at your organization. Once customer feedback from one CSAT survey is already implemented run another customer survey after a while to see if they worked.
Customers might not like your solution or its first iteration. In fact, solving one problem can create more frictions that needs to be identified again.
It’s important to stop the old survey campaign and run a new one, even if you use the same survey questions- name your CSAT campaign differently - then you will be sure that answers are not mixed.
Don’t be surprised if changes resonate differently with new vs. returning customers - often returning customers don’t like changes, so this is why you need to implement them slowly.
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.