How to Measure Customer Satisfaction

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Measuring customer satisfaction should be something that every business takes into account and adds to their processes. Why? Because dissatisfaction could be very costly indeed! Not measuring customer satisfaction can have negative effects on your brand’s image, but in addition to that, acquiring new customers is costlier than retaining existing ones. By measuring customer satisfaction, you’ll be able to enhance your customers’ overall experience with you and your business. But how do you go about measuring it? Luckily, there are several tools that we’ve picked here for you to help make this task a bit easier. 

1. Get Feedback Via Surveys

This is one of the first methods of measuring customer satisfaction. There are several types you can implement to measure your customers’ levels of satisfaction. Post-call surveys, in-app surveys, email surveys, and voluntary feedback are excellent ways of ensuring you can gauge how your customers feel about you. 

Take Surveys Post-Calls

If you’re a business with clients that call in regularly, then post-call surveys are ideal for you. After the call has finished, your customer can provide a ranking of the service received by simply pressing a button. This data collection method is timely and immediate and is useful for offering insights into how your service could be improved in the future. 

Engage Customers Through In-App Surveys

In-app surveys should be done in such a way as not to constrain your customer as they flow through the app, navigating to the desired menus. Such surveys should be a harmonious part of the in-app experience. Through them, you might consider asking your customers to rate their in-app experience, the ease of use of the app, the levels of service provided, and other questions.

Conduct Email Surveys

Use your email marketing campaign to include surveys for customers who are repeat buyers of your product or services. You’ll be asking your loyal clientele for their honest opinions. Your email survey should consider asking your clients to rate their service and offer their opinions on how it can be improved. This type of feedback can ultimately be generated as a report or database and can loop back into your customer service department. 

Obtain Voluntary Feedback

There is also voluntary feedback, which is usually not requested directly by your company but rather something the customer will do independently. This type of feedback can be either positive or negative and will usually be expressed via social media as customers seek instant solutions to any problems that may have arisen.

2. Ask for Direct Feedback

There are also industry benchmarks, which help you measure customer satisfaction. These include measuring the Net Promoter Score (NPS), the Customer Satisfaction Score (CSAT), and the Customer Effort Score (CES). Here are each of them in some more detail. 

Net Promoter Score (NPS)

The Net Promoter Score (NPS) is a measurement tool that asks a value-laden question: “to what extent are you likely to promote X brand?” A result of one means “not at all” and 10 is “very likely.” 

Customer Satisfaction Score (CSAT)

The CSAT score is used to determine the overall satisfaction with a company’s Customer Services department. It usually works on a five-number range, with one being “highly dissatisfied” to five indicating “highly satisfied” with the service being offered. 

Customer Effort Score (CES)

The Customer Effort Score (CES) asks the customer how much effort they put into purchasing a product or a service. Much effort denotes a higher number on the scale, while less effort denotes a lower number. 

3. Don’t Forget Web Analytics

If you don’t want to involve your customer in your customer satisfaction surveys directly, you can also use web analytics that tracks user behavior on your website. Where did your customers click on your site? How long did it take for the purchase to be made? Which sections of your site did they hover over? Did they refer to your FAQs?

4. Monitor You’re Social Media Channels

Social media is crucial for building brand loyalty, helping customers get to know a brand better, and fostering relationships. However, there are negative aspects to social media that require constant monitoring. You must monitor your company’s social media pages for all types of comments and address both positive and negative ones as soon as they arise. Leaving a negative comment unaddressed will make your client feel unheard and frustrated. To rectify this, ensure that your customers’ concerns are adequately addressed.  

5. Analyse Customer Support Data

Whether through chatbots or call centers, it’s critical to analyze each interaction and collate the customers’ experience with your Customer Support department into a tangible data set that can prevent negative customer experiences and encourage positive interactions with your brand. By building up your measurable data, you can then identify loopholes, address challenges in your sales funnel, or provide more personalized customer service. 

6. Monitor your reports

You’ll also be able to monitor customer satisfaction through the sales you make. Inadvertently, they are your direct link with your customers and whether they are satisfied or dissatisfied, whether your marketing campaign was successful and whether you need to stay ahead of the game in the future. You can use many tools to monitor your sales, from POS devices to online payment tools such as PayLinks and Payment Requests. Tracking your sales data is another invaluable way of checking how happy your customers are with your business as you’ll be able to gauge if your pricing is right and whether you need to add more added value to your service offering in addition to your products. 


As mentioned earlier, not measuring customer satisfaction could be costly for your business. By taking action too late, you might lose a customer for good. This is why it is critical to engage with your clientele and hear what they have to say about you. There are numerous tools for you to employ as you set out to measure customer satisfaction. You need to choose the right one that applies to your specific business setting.

How to Measure Customer Satisfaction

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