How to Determine Your Customer Satisfaction Indicators

July 15, 2017

Customer satisfaction has become a priority for businesses concerned with their sustainability, but many of them wonder how to measure it and how to determine customer satisfaction indicators to track their growth. Here are some possible solutions using the most commonly used indicators.

The CSAT (Customer Satisfaction Score) or classic satisfaction indicator

Well known to the heads of marketing departments as well as businesses in general, the classic satisfaction indicator is often used by both SMEs and larger companies when implementing a customer satisfaction monitoring strategy. This versatile, obvious, and intuitive indicator is built from the answers to simple and specific questions such as:

  • Were you satisfied with the service at your table?
  • Was your waiting time at the checkout acceptable?
  • What is your overall satisfaction level?

In most cases, the possible answers offered to the customers are: very satisfied / satisfied / not very satisfied / dissatisfied. Other responses can also be added if necessary, but these are already intended to answer the question and provide a precise indicator of the level of customer satisfaction with a service. To obtain the CSAT, just add up the positive responses, then divide this sum by the total number of responses, then multiply this total by 100 to obtain the percentage of satisfied customers.

The NPS (Net Promoter Score) or recommendation and loyalty indicator

This indicator is used to measure the proportion of customers who would recommend your company’s products or services after having tried them and therefore measure their loyalty. This indicator is a strategic tool that lets you identify the promoters of your brand so you can satisfy them even more and retain them as brand ambassadors. It also lets you know who your detractors are so you can change their minds by improving the products or services they declined. This indicator is also constructed from the answers to questions such as:

  • What is the likelihood that you would recommend our products or services to your family or friends?

To create a recommendation indicator, the available responses to this question should be a scale of 0 to 10, which corresponds to: not at all likely to very likely. The promoters of your company will therefore be the people who answered 9 or 10, and the NPS indicator is calculated by subtracting the percentage of detractors from the percentage of promoters. To better understand this response and complement the first question, it’s possible to include a second qualitative question to understand the reasons that justify the bad ratings (those ranging from 0 to 6).

The CES (Customer Effort Score)

The CES, the most recent indicator, is increasingly appreciated by marketers, since it helps assess customer satisfaction on the level of service and the human dimension of the customer relationship. In effect, it asks the question of the level of effort required by the customer to receive a satisfactory response about a product or service:

  • On a scale of 0 to 5, what level of effort was required on your part to get advice from our salespeople?

The scale used means that at 0, the customer received assistance before even asking for it, but at 5, they had to put in a great deal of effort to receive service or advice.

In conclusion, these three indicators can be supplemented by a comprehensive customer satisfaction survey that answers these questions and – what’s more – analyzes the comments in depth, allowing you to respond in real time and thus quickly remedy a dissatisfaction.