Mariia Volina

Marketing Strategist
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How to Improve Customer Satisfaction: Key Metrics and Tools for Measuring

Mariia Volina

Marketing Strategist
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Customer satisfaction is one of the most critical factors for any business to succeed in today's competitive market and is often the difference between "make or break". It reflects how well your products, services, and overall customer experience meet or exceed your customers' expectations. It also influences how likely your customers are to stay loyal, recommend you to others, and, most importantly....how much they spend!

Also, in today's hyper-connected world, one bad experience can ripple through social media and review platforms, potentially damaging your brand. Measuring customer satisfaction regularly allows you to identify and address problems before they worsen, demonstrating your commitment to exceptional service.

But how do you measure customer satisfaction? How do you know if your customers are happy or unhappy with your business? And how do you use this information to improve your offerings and customer relationships?

This blog post aims to help you identify the key metrics and tools you need to measure customer satisfaction, as well as how a new Shopify quiz app, Askflow, can help you.

Why Measuring Customer Satisfaction Matters!

A good customer experience can drive revenue by as much as 84%. A separate study in the U.S. found that 59% of customers will walk away from a company they love after several bad experiences, and 17% will leave after just one.

The importance of customer satisfaction measurements cannot be understated. It is a vital part of your business strategy that can significantly impact your bottom line.

User Experience: By measuring customer satisfaction, you can identify and address customer pain points, needs, and preferences. Customer feedback helps you better understand what your customers like and dislike about your products and services. Using this information, you can improve your business, solve problems, and provide more value to your customers.

  • Customer loyalty and retention: Satisfied customers tend to stay with you longer, buy again, and spend more with you. An article published by The Harvard Business School stated that increasing customer retention by just 5% can increase profits by 25% to 95%. 🚀🚀🚀
  • Attract new customers and grow: Happy customers will recommend your business to family, friends, and social networks. This can help you generate positive word-of-mouth and referrals, which are among the most effective and cost-efficient ways to acquire new customers. According to a study by Nielsen, 92% of consumers trust recommendations from people they know.
  • Competitive edge: Measuring customer satisfaction can help you stand out from your competitors by showing that you care about your customers and their opinions. It can also help you identify market gaps and opportunities that you can capitalise on.

Key Metrics for Measuring Customer Satisfaction

There are lots of ways to measure customer satisfaction, but some of the most common and widely used metrics are:

Net Promoter Score (NPS)

This metric is a measure of how likely customers are to recommend your business to others. Customers are asked to rate their likelihood on a scale of 0 to 10.

  • 9-10 – Promoters (customers who love your company and will actively promote it)
  • 7-8 – Passives (likers but not yet fans)
  • 0-6 – Detractors (unhappy customers who are at risk of churing)

NPS provides a quick snapshot of overall customer sentiment and the potential for organic growth. The ability to measure customer experience and loyalty in one metric allows you to link that data to your revenue and take action on issues that arise. In addition to allowing you to get a bird's eye view, it can also provide you with actionable information.

If you find that a customer is a detractor, for example, you can reach out to them and try to understand their grievances. Once these complaints are understood, steps can be taken to resolve them, ideally increasing customer loyalty.

NPS is unique among customer experience metrics for its ability to encompass multiple customer experiences and provide a broader picture of a customer's overall experience.

Customer Satisfaction Score (CSAT)

This metric measures customers' satisfaction with a specific interaction with your business. Perhaps you want to know if a customer is enjoying their newest purchase. Your customers will give you a response according to the scale you have set up.

The CSAT can be measured on a scale of 1 to 10, 1 to 7, or 1 to 5. The lowest end of the scale represents "very unsatisfied," while the higher end represents "very satisfied." However, it is also possible to use a scale of smiley faces instead of numbers. The design of the survey is up to you.

CSAT truly shines when it seeks to understand customer satisfaction at particular points in the customer journey.

Another major benefit of CSAT is that it is a great way to close the loop with customers.

Here's how it might work in practice:

  1. A customer makes a purchase.
  2. They automatically receive a brief CSAT survey asking how they feel about the product and the ordering process.
  3. The customer has the chance to make any complaints or compliments they want.
  4. Your business can then respond to the feedback, take action to handle any complaints, and determine where improvements need to be made.

CSAT is a flexible and versatile metric that can assess customer satisfaction at different touchpoints.

Customer Effort Score (CES)

This metric measures how easy it is for customers to do business with your company. Customers are asked to rate their experience on a scale of 1 to 10. Lower effort scores correlate with higher customer satisfaction and loyalty. CES is a useful metric that captures how effortless and convenient your customer experience is.

CES is a great way to measure customer loyalty. Usually, if customers have to work hard every time they do business with your company, they'll go elsewhere for their goods and services. If working with your company is easy, they'll likely buy from you again. You can follow up on customer support interactions with the information you get from CES.

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Personalization: the top trend in eCommerce Customer Satisfaction

Introducing Askflow AI, a powerful recommendation quiz app, is smart enough to meet customers’ needs and demands, and it is designed to drive engagement, improve conversions, boost sales, and increase profits.

Askflow analyzes data about shoppers to learn exactly what types of products and offerings interest them. Based on search behaviour and product preferences, Askflow will serve up contextually relevant offers and product options that appeal to individual shoppers — and drive sales.

Askflow syncs with your Shopify store, analyses and extracts all of your product data automatically, and increases customer engagement by customising flows and questions to match your store's branding. You can even add images, videos, GIFs, emojis, and other elements to make your quizzes more fun and interactive.

Askflow is a powerful customer satisfaction platform that goes beyond traditional surveys. Insights gleaned from the quizzes can directly inform your strategies, be it refining products, enhancing services, or tailoring marketing campaigns. The ability to enact real change based on customer sentiment is a game-changer in fostering lasting customer relationships.

Lastly... the absolute best part about Askflow is that you can try it out for FREE!

Users can try Askflow for free by signing up for the freemium plan, which allows them to create one quiz for their Shopify store. The plan includes customizable quiz templates and email support. Users can sign up for the freemium plan without a credit card and cancel at any time. You can upgrade to a paid plan anytime if you want to access more features and functionalities.

Askflow emerges as a unique solution, equipping you with the tools you need to stay ahead in the competitive landscape.

You have nothing to lose and everything to gain by trying Askflow AI. Start your free plan today and see the difference for yourself!

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