“The well- satisfied customer will bring the repeat sales that counts.”
The quote is enough to understand why it is important for businesses to measure their customer satisfaction. It’s simple; if your customers are happy and satisfied with the services you offer them, they will not only stay loyal to you but will also get you more customers.
Measuring customer satisfaction is important to validate that your efforts are paying off. So, what are the ways to measure it?
In general, there are two methods by which you can measure your customer satisfaction:
Direct Method: Engaging directly with the customers to seek their valuable feedback about your services is a form of the direct method.
Indirect Method: While direct methods can turn out to be very costly at times and demand a lot of pre-compiled preparations, there are indirect methods to measure customer satisfaction. Hence, customer loyalty and customer complaints are two significant examples of indirect methods.
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1. Customer Surveys – A surefire way of getting customer feedback is through surveys. Emails and phone calls can be used to ask questions about your services, products, and improvements your customers expect from you. This must be a constant process and should be carried out in a regular time period to compute changing comments from customers.
2. Identify particulars – Collecting information about what customers are buying on an average, their expectation, what they liked or disliked about the product/service they bought etc. can help you assess your present performance status and what additional needs to be done.
This can be achieved by a surprise market visit. With this, you can get information about the different segments of services offered to your customers efficiently.
3. Customer Complaints: You can add a customer complaint section on your website to assess the issues and problems reported by your customers with regards to any specific product or service. Further, these complaints can be categorized into various segments according to the department and severity.
If the complaints under a specific segment exceed in a particular time then the performance is degrading in that specific segment. Hence, necessary measures could be taken to improve the performance.
4. Customer Loyalty: Interact and communicate with your customers regularly to increase their trust and win their loyalty. These interactions and communications will help you learn and determine needs of individual customers and take action accordingly. Only if your customers are satisfied with your services will revisit on regular basis for purchase.
We hope this article will help you measure your company performance and guide you in enhancing your customer base.