Carrying out a survey to measure customer satisfaction is more of a necessity than a simple choice. It’s a strategy that enables the company to evaluate the customer experience and best meet consumer expectations. Following an effective customer satisfaction survey, the company will be able to implement conclusive marketing actions and propose offers better adapted to customer needs. The key, however, is to make a success of the customer satisfaction survey. This is where the use of digital tools comes into its own. Here are the top 3 tools for measuring customer satisfaction .
1. Intelligence, a benchmark tool for measuring customer satisfaction
Evaluating a company’s customer satisfaction means assessing the customer experience in relation to all or some of the company’s objectives. This should give you an idea of how satisfied your customers are. This can’t be done without careful listening (passive and active). Like the Botnation chatbot in business, which automates the discussion with the customer, you’ll need to use certain tools for the satisfaction survey.
Depending on your objectives, you may choose to use monitoring, as many other companies do. It’s the tool that allows your brand to benefit from alerts and passive listening to the web. In fact, setting up a watch as part of a customer satisfaction assessment is one of the best recommendations. Monitoring is done on social networks and review platforms.
It’s a passive listening tool based on a simple principle. Your company receives an alert as soon as it is mentioned on social networks, either on profiles or in comments. This method of customer satisfaction survey gives you a precise idea of what is being said about your company. You’ll then know what customers expect from your company, and you can put in place a policy to satisfy as many of these customers as possible. However, it’s important to point out that the buyers who talk about companies on social networks are generally the ones who are dissatisfied. Keeping track of indicators will enable you to assess the degree of customer satisfaction using this tool.
2. The Smiley polling station, another tool to recommend
Like its predecessor, this customer satisfaction evaluation tool is based on listening to customers. It’s a tool you can use to gather feedback from buyers. The principle here is simple. For this survey, you make smiley faces (emojis) available to your customers. They can then select the emoji that best reflects their experience with your company.
The Smiley polling station is ideal for collecting on-the-spot feedback from your customers. However, this method of customer satisfaction survey is somewhat limited. This is understandable, since only a few emoji suggestions are made out of a multitude of possible responses. Nevertheless, this survey technique enables companies to get an idea of the approximate degree of satisfaction your company provides its customers.
3. Satisfaction surveys for a complete assessment
The third tool in this ranking, satisfaction surveys, stand out for their comprehensive nature. In fact, they are the most reliable way of getting a precise idea of how satisfied your company’s customers are with their experience with you. It should be noted that there are several types of satisfaction survey. It’s up to you to make your choice, taking into account your company’s objectives. It should also be noted that the frequency of these surveys varies. Surveys can be conducted on an ad hoc or regular basis. You can conduct a survey after a reservation, for example, or a survey after a purchase. You can also administer a survey to get an idea of the appreciation of your company’s after-sales service.
For evaluation, you have the option of tracking quantitative or qualitative indices. Customer satisfaction surveys are also to be recommended, as they offer customers the opportunity to give their point of view on specific issues. It’s easy to see why it’s a good idea to include several different types of questions on a customer satisfaction survey questionnaire. Customer satisfaction surveys can be conducted by e-mail, SMS, QR Code or other means.
What are the indicators of customer satisfaction?
If the level of customer satisfaction has an impact on your company’s reputation, there are a number of indicators you can use to measure it. Surveys can give you an idea of customer feedback, but you need to use performance indicators for a more accurate assessment.
Corporate customer satisfaction indicators are better known as KPIs. There are many KPIs out there, and that’s what makes choosing one so difficult. Our advice is to focus more on the quality of these indicators than on their quantity for your evaluation.
Among the best-known customer satisfaction indicators, we recommend NPS, CSAT and CES. The NPS (Net Promoter Score) evaluates the customer’s propensity to recommend your company or products/services to other buyers. You can integrate the NPS (Net Promoter Score) into your customer satisfaction survey questionnaire for a more concrete result. NPS can be integrated simply by adding a question to the questionnaire.
For customer satisfaction surveys, you can also use the CSAT (Customer Satisfaction Score), which is a recommended indicator. CSAT applies to a specific subject and is ideal for measuring short-term customer satisfaction.
Finally, you can also use the CES (Customer Effort Score), which fits in perfectly with customer satisfaction surveys. As an indicator of satisfaction, CES measures the effort made by the customer to reach a certain level throughout the purchasing process. So, as with NPS, all you need to do to use this indicator is to include a simple CES-related question in the survey questionnaire.
