As a business owner interested in growing your business, providing great customer service is probably at the top of your list of priorities. It’s not that complicated to direct your employees to be polite on the phone, use scripts for different scenarios, and maintain a positive inflection throughout interactions with customers, but trying to measure customer satisfaction isn’t so easy.
Customers don’t always jump at the chance to take surveys, no matter how short and painless you make them. You may not have a monitoring system or process in place that allows you to review actual customer service calls and encounters. For many reasons, it’s difficult to measure customer satisfaction.
Business owners use a variety of methods and metrics to measure customer satisfaction and adjust their strategies accordingly. Here are 10 ways business owners can measure customer satisfaction.
10 Ways Business Owners Measure Customer Satisfaction
Monitor reviews – Don’t let ignorance be bliss for your business. Google your company to find reviews on sites like Yelp and read what your customers are saying about you. Set up an account so you can reply and engage with the site visitors. It’s a great way to represent your brand and reinforce your values and emphasis on customer satisfaction.
Analyze exit rates – Exit rates are different from bounce rates–which measure the percentage of visitors that navigate away from your website after viewing a single page. The bounce rate is based only on sessions that start and end with that page. Exit rates measure the percentage of visitors that view a particular web page, including sessions that started with other pages (unlike bounce rates).
Record phone calls – The phone might be where most of your customer service takes place, so it’s important that you monitor the customer service exchanges. It’s common to hear the following recording at the start of a phone call with a business: “This call is being recorded for quality purposes.” You must let customers know that calls are being monitored. Keeping track of phone calls enables you to listen in on customer service interactions and hear how your employees handle a variety of call circumstances.
Send in a mystery shopper – It’s an old method, but a good one. Mystery shoppers can enter your place of business without being detected, which ensures they receive no special treatment from employees during the visit. They get a real sample of what customer service is like at your business and report the experience back to you.
Incentivize surveys – Customers don’t always want to take the time to fill out a survey for a company when they get nothing in return. It’s a simple cost-benefit analysis, and to tip the odds in your favor, you need to add some weight to the benefit side. Enter survey respondents into a special contest or offer promo or discount codes to get more responses and better results.
Net Promoter Score – Your Net Promoter Score is valuable when you measure customer satisfaction. Using a scale of 1-10, you ask customers how likely they would be to recommend your business to others. To measure your NPS, subtract the percentage of all survey respondents who said they were likely to recommend your brand from the percentage of respondents who said they were not likely to recommend your brand. The resulting score is your NPS.
Review written exchanges – Customer service can take place through email, letters, live chat, and more. Review written exchanges just as you review phone calls and face-to-face interactions to ensure your employees are providing a well-rounded customer experience.
Set up brand alerts – Use web alerts to notify you when someone mentions your business online. You might try related keywords to alert you when people use specific phrases that are key to your business. For example, a graphic design company might set up an alert for social media posts that include the phrase “Looking for a graphic designer” in order to reach out to anyone posting about a graphic designer search.
Use social media – Customers use social media a lot, and that means they’re going to reach out to your business on social media. When customers send messages or post on your page, it’s important to reply and engage them. Not getting timely or personal responses from brands on social media causes many customers to disengage. Customers will often tell you about their satisfaction (or dissatisfaction) on social media, so keep your ear to the ground.
Measure Things Gone Wrong (TGW) – Measure TGW by analyzing the rate of complaints to the number of products you sell. Divide the number of complaints by the number of products sold in a time period. The goal is to have as close a score to zero as possible.