Customer satisfaction

Customer Satisfaction is a measure of how well your products and services live up to your customer's expectations. Tracking and improving it is shown to improve the performance of your business.

A lot of people think about customer happiness as a metric that you track for warm, fuzzy feelings.

But that's super short sighted.

It is a metric that indicates how you're going to grow over the coming years.

Did you know that 95% of customers tell others about their bad experiences with a company? Or that attracting a new customer is 6-7 times more expensive than retaining an existing one? Or that loyal customers are worth up to 10x as much as their first purchase?

Our guide to improving your customer satisfaction covers all of this and more. Across more than 20 articles and four sections, we’ll going to great depth about: 

  • What customer satisfaction is and why it’s important to growing your business
  • How you can measure customer satisfaction including all of the questions you need to ask of yourself and your team
  • How you should analyse the results and performance of your companies customer satisfaction efforts
  • And when you’ve done that, how you can focus on improving the important customer satisfaction metrics that you’ll learn about

As well as that, we’ll provide you with in depth stats, ready to use templates and more resources as the guide grows. 

What is customer satisfaction and why is it important? 

Customer satisfaction is a great health check for your business. More than just being something that you can talk about with your team and focus on improving, customer satisfaction will help you to grow the business.

In our first section we’ll get an overview of what it is, define customer satisfaction and look at some basic ideas about how you should think about increasing customer happiness levels. 

We’ll then move on to explore what the benefits of satisfied customers are. For example, did you know that careful management and improvement of customer satisfaction scores can:

  • Give you a competitive advantage
  • Create referrals to grow your customer base
  • Reduce churn
  • Decrease cost of acquisition
  • Increase lifetime value by inspiring repeat customers
  • Boost overall revenue

We’ll help you about some important questions that you really need to ask yourself about customer satisfaction work before you head too far into implementing an NPS survey or asking your customers some other way (e.g. CSAT, CES, Five Star Rating etc.)

It’s important that you have the mental models for understanding your own motivations. Why do you care about engaging customers? How will you approach bad feedback? What methods will you use to measure customer satisfaction? How will you improve it? And crucially, when you get that customer satisfaction score, what will it look like for your business? 

And in the last guide article in our section on understanding customer satisfaction, we’ll talk about how you can develop a strategy for customer satisfaction in your organisation. At the end of this section, you’ll have the beginning of a strategy for improving CSAT and delivering great customer experiences in your organisation. 

How do you measure customer satisfaction?

You may already have an idea about how to measure the strength of your customer’s loyalty or their happiness with the customer experience. 

But we’ll give you key insights into how to measure your customer satisfaction scores in a robust and scaleable way. 

We’ll walk you through the ways that other successful companies are measuring customer satisfaction: voice of the customer surveys, testimonial and case studies as well as data driven methods for collecting customer insights.

And we’ll also take you through the things that bad companies are doing to keep tabs on customer satisfaction and why those strategies are failing. For example, we’ll show you the disaster that phone call systems and anecdotal feedback can cause in your strategy. 

Then, diving a little deeper into survey methodologies, we’ll explain everything you need to know about Net Promoter Score (NPS) surveys, Customer Satisfaction (CSAT) surveys, Customer Experience Score (CES) surveys and also some of the lesser known methods of measuring customer experience, service and satisfaction through surveys. 

Creating a survey and a strategy is great. But what are the common pitfalls people make with customer satisfaction. I’d argue that they’re pretty basic and easily avoided but nonetheless often overlooked. Things such as choosing the wrong survey tool, not defining a strategy in the first place, failing to get feedback from customers and not creating a culture of CSAT improvement. 

We’ve also got a guide on the best questions to ask in a customer satisfaction survey including examples that you can copy and paste into your survey. 

And finally a guide to building out a schedule for measuring customer satisfaction including an overview of the key touchpoints in the customer lifecycle when you want to be getting customer voice in order to improve CX. 

Analysing your customer satisfaction scores

If you’re just gathering data on how your customers are feeling and then you’re not doing anything with it, you’re wasting everyone’s time. 

We’ll teach you key skills that you need to analyse the findings of your customer satisfaction surveys and to better understand your customer feedback.

These articles are coming soon. Subscribe to our mailing list to get notified when they launch.

How do you achieve customer satisfaction?

The final section of our guide reviews strategies for improving your business growth by placing your focus on customer happiness and satisfaction. 

Customer expectation is a powerful force for growth and raising customer expectations is fun, challenging and exciting. 

It can reduce customer churn and increase the value that each customer brings to your business. 

These articles are coming soon. Subscribe to our mailing list to get notified when they launch.


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