To measure customer satisfaction, it would be a mistake to stop at a few well-known indicators (NPS, CES...). In fact, to look beyond the indicators is to ask the question of the devices used tocustomer listening in an omnichannel customer journey. Let's take a look at all the different ways of measuring customer satisfaction.
Contents
The virtues ofcustomer listening are well proven.
- Understand the level of customer satisfaction, commitment and loyalty
- Identify dissatisfied customers as early as possible to remedy a situation or even retain them
- Improve customer experience to build loyalty
- Adapt and personalize offers to their needs and expectations
However, many companies find it difficult to go beyond a simple annual customer survey... Here are a few keys to structuring a comprehensive customer and gain maturity on this subject.
How do you structure your customer satisfaction measurement systems?
Customer satisfaction measurement systems can be structured around 4 complementary listening levels, which respond to different challenges.
Short-term challenges in measuring customer satisfaction
- Continuous operational improvement
- Managing teams through customer satisfaction
- Reminder of dissatisfied customers
- Alerting
Medium-term challenges in measuring customer satisfaction
- Measuring trends in customer satisfaction
- Identification of priority areas for improvement
Beyond managing customer dissatisfactionthese 4 levels of customer listening in relation to these issues are :
- Post-interaction listening
- Listening to the customer journey
- Global perception" listening
- Strategic listening
1. Post-interaction listening
OBJECTIVES FOR MEASURING CUSTOMER SATISFACTION
- Deal with customer dissatisfaction on the spot: identify dissatisfied customers and call them back as quickly as possible
- Identify/address irritants perceived by customers
- Quickly detect any drop in service quality
- Leading advisors and teams through customer satisfaction
EXAMPLES OF
TERMS AND CONDITIONS
- On-the-spot survey (D+24/48h) after a contact with the customer relations center, a visit to a store, the closing of a file by a department...
- Listening to social networks
- Reminder of dissatisfied customers
- Measurement and analysis frequency: measurement is carried out hot after contact. Analysis is daily, supplemented by a more detailed monthly or annual analysis.
NUMBER AND NATURE OF QUESTIONS
- 1 to 3 contact questions with verbatim feedback
KPIs
- Customer Satisfaction Rate (CSAT) - see details at the end of this article.
- The "once & done" rate (or FCR for First Call Resolution) - see details at the end of this article.
- Verbatim analysis
AXES OF ANALYSIS
- By motif
- By customer type
- By day / week / month ( highlight analysis)
- By team / center (analysis of best practices, implementation of optimizations and innovations...)
PREFERRED CHANNELS
- Via a post-call IVR
- By SMS
- By e-mail
- By telephone, in particular to call back dissatisfied customers
2. Listening to the customer journey
OBJECTIVES FOR MEASURING CUSTOMER SATISFACTION
- Identify improvements to be made to the main customer paths and define concrete action plans
- Measuring the impact of actions over time
- Understand customer expectations so you can meet them
EXAMPLES OF
TERMS AND CONDITIONS
- On-the-spot survey (D+24/48h) at the end of the customer's subscription, purchase, after-sales service...)
- Reminder of dissatisfied customers
- Frequency of measurement and analysis: measurement is carried out at the end of the run. Analysis is monthly or quarterly.
NUMBER AND NATURE OF QUESTIONS
- 5 to 10 questions about your career path, including verbatim feedback
KPIs
- Customer Effort Score (or CES) - see details at end of article
- Customer Satisfaction Rate (CSAT) - see details at the end of this article.
- Verbatim analysis
AXES OF ANALYSIS
- By route
- By customer type
- Per month
PREFERRED CHANNELS
- By e-mail
- By telephone, in particular to call back dissatisfied customers and BtoB customers
3. Global perception" listening
OBJECTIVES FOR MEASURING CUSTOMER SATISFACTION
- Evaluate overall changes in customer satisfaction (offers, services, etc.) and company image.
- Identify the drivers of customer satisfaction
- Compare yourself to the competition
- Get a detailed picture of customer satisfaction based on different criteria (segmentation/customer typology, geographical location, etc.).
EXAMPLES OF
TERMS AND CONDITIONS
- Annual customer barometer administered by e-mail or telephone
- Market barometer administered by e-mail or telephone
- Measurement and analysis frequency: biannual or annual measurement and analysis
NUMBER AND NATURE OF QUESTIONS
- 20 to 40 questions with verbatim feedback
KPIs
- Net Promoter Score (or NPS) - see details at end of article
- The overall and detailed customer satisfaction rate (CSAT) - see details at the end of this article.
- Intention to continue the relationship with the company : contract or service renewal, re-purchase rate, etc.
AXES OF ANALYSIS
- By customer type
PREFERRED CHANNELS
- By e-mail
- By phone
- To be defined according to the customer's preferred contact channel
4. Strategic listening (B2B customers)
OBJECTIVES FOR MEASURING CUSTOMER SATISFACTION
- Evaluate customer and strategic partner satisfaction
- Identify trends in customer expectations
- Identify needs as part of the partnership with the customer
EXAMPLES OF
TERMS AND CONDITIONS
- Top-to-top" qualitative interviews with sales representatives or managers
- Measurement and analysis frequency: annual measurement and analysis
NUMBER AND NATURE OF QUESTIONS
- 20 to 40 questions with verbatim feedback
KPIs
- Net Promoter Score (or NPS) - see details at end of article
- Customer Satisfaction Rate (CSAT) - see details at the end of this article.
- Customer expectations
AXES OF ANALYSIS
- By customer type
PREFERRED CHANNELS
- Face-to-face for interviews, or at least by videoconference, to gain access to the interviewee's body language and create a truly close relationship.
Presentation of the main KPIs for measuring customer satisfaction
NPS (NET PROMOTER SCORE)
In response to the following question: "On a scale of 0 to 10, would you recommend our products / services / company to a friend / family member / peer?"
- share of promoter customers (rating of 9 or 10) ;
- share of detractors (rating from 0 to 6).
The NPS is used to assess customer satisfaction and loyalty. Beyond this score, it is interesting to analyze the distribution of customers according to the scores they have given.
CES (customer effort success)
Rating of the effort perceived by a customer to carry out a given action (contacting customer service, ordering a product, etc.). It is measured "on the spot", for example with the following question: "On a scale of 1 to 10, how much effort do you think it took you to carry out the action / procedure...".
Customer Satisfaction Score (CSAT)
A customer's satisfaction rating following an experience with a brand (purchase, use of a service, contact, etc.). It can be measured by asking the following question: "On a scale of 1 to 10, are you satisfied with your product / with the answers provided by our employees / with the service rendered?".
This general score should be combined with an open-ended question to identify areas for improvement. It can also be supplemented by detailed satisfaction scores with more specific questions on certain themes (price, team responsiveness, product or service quality, etc.).
The "once & done" rate (or FCR for First Call Resolution)
Percentage of customers whose problem is resolved after a single contact with the company.
The 5 levels of maturity in measuring customer satisfaction
1. Simple measurement of customer satisfaction, mainly assessed on a cold basis
2. Additional hot measurement
3. Analyzing verbatims and strengthening customer relations and knowledge
All survey data is consolidated and shared in real time with the relevant teams, and verbatims are analyzed and segmented to feed into action plans. Dissatisfied customers are called back.
From level 4 onwards, it's no longer just a question of measuring customer satisfaction, but of listening to customers.
4. Additional analyses beyond customer satisfaction
5. Customer knowledge
The "Customer Care" team becomes the "Customer Knowledge" team. It embodies the voice of the customer in projects at all levels of the company, supports the definition of improvement action plans, and ensures that customer expectations are taken into account in all company projects.
Further information
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