The importance of measuring customer satisfaction is even more accentuated in a post-health crisis context. According to Zendesk’s latest CX Trends report , 60% of consumers base their purchasing decisions on the level of service they expect to receive , confirming a direct relationship between customer service and overall company performance.
Classification of metrics to measure customer satisfaction
Metrics are divided into two main groups:
1. Direct metrics group
It includes techniques such as taiwan phone number lookup customer satisfaction surveys and the recording of complaints and claims.
Focused on the client's direct perception of how the organization works.
2. Group of indirect metrics
Use daily technology solutions, such as reports generated by CRM software.
It reveals information based on internal data of the organization to evaluate customer satisfaction.
Key features of measurement methods
When addressing how to measure customer satisfaction, it is crucial to consider five essential characteristics:
Focus on finding relevant information with a direct impact on consumer satisfaction.
Guaranteeing the integrity of sources to avoid bias or corruption of information.
Intentional use of market segmentation to understand who is being surveyed.
Establishing specific objectives before measuring, avoiding measurements without a clear purpose.
Ability to identify trends, using information to improve decision making and guide the direction of the business.
How to measure customer satisfaction
1. Surveys to measure customer satisfaction
This is one of the most widely used tools. Its proper use provides relevant information, supported by the most crucial source of all: customer opinion .
To understand how customer satisfaction is measured, it is important to understand how a satisfaction survey is prepared and what its purpose is.