In any company that offers services or products, it is extremely important to apply various indicators, formulas and instruments in order to measure customer satisfaction with the service or product. If you want to know what these tools are, keep reading What are the indicators, formulas or instruments to measure customer satisfaction?
Why is it important to measure customer satisfaction?
Today more than ever it is very important to maintain and build a good relationship with customers, and for this, various methods must be implemented, and at the same time it is good to measure the level of customer satisfaction to verify aspects of interest to companies.
Measuring customer satisfaction is extremely important for companies, since various studies show that 32% of customers (49% in Latin America) would stop engaging with a brand they liked after a bad experience with it.
Now, the importance of doing this process of measuring customer satisfaction also lies in the benefits it provides to the company, as it increases the likelihood of loyalty and buyback, involves customers as promoters of the brand, contributes to profitability, among others.
In view of all this, we can conclude that it is ultimately very important to measure customer satisfaction, so now it is time to analyze and understand all types of scales for satisfaction surveys, indicators, formulas and instruments of this process.
What are the indicators, formulas or instruments to measure customer satisfaction?
Customer satisfaction score (CSAT)
This instrument to measure customer satisfaction is one of the easiest to implement and one of the most important measurement tools, where it works by making a evaluation of service quality, through a scale of 1 (Very dissatisfied) to 10 (Very satisfied). On this scale, customer satisfaction is shown in percentages, where 100% is the maximum on the satisfaction scale.
One way to implement scoring customer satisfactionIt would be by asking the following question to customers: How would you rate your overall satisfaction with the product / service received in our company?
- Very unsatisfied
- Very satisfied
It is especially important that this technique is used after each delivery of a product or service, which can be done through apps, when creating an online survey, by SMS, email or other means that are useful to get the survey to customers.
NPS- Net Promoter Score
The NPS this method focuses more on evaluating the perception that consumers have about your brand and if they would recommend it to family or friends; is based on a simple question like: Would you recommend our brand to your friends and family? or from 1 to 10, how likely are you to recommend our company to your friends and family?
Then, from there, the results are evaluated on a scale from 1 to 10, where detractors (1 to 5), passive (6, 7) and active (8-10) are identified, where this classification has its special concept in each term:
- Detractors: these are customers who give a score between 1 to 5, which expresses dissatisfaction with the product / service, so they would not recommend the brand
- Liabilities: these are consumers who offer a score of 6 and 7, which reflects the ease with which they could put aside the product or service if a better offer arrives
- Active: these are those customers who provide a score of 8-10, which reflects that they feel very satisfied with the experience and they become promoters of the brand, so they would recommend the service and / or product of the brand to a friend or family member
This indicator shows the level of ease or difficulty that the client implies for the solve a problem, and you can find out by asking how easy was it to solve your problem with our company?
The response is measured in the likert scale, from 1 to 10, ranging from “Very easy” to “Very difficult”, which easily allows continuous improvement in the quality of the company.