Thursday, April 07, 2016
How to integrate the customer satisfaction scale into an improved offering
Are you looking for innovation or new features for your product or service? How about taking customer feedback into account to see how you can improve your offering?
To this end, satisfaction indicators can be formidable tools to help you achieve this objective. So how do you integrate the customersatisfaction scale into your offer improvement strategy?
SatisFactory, the feedback management specialist, takes a look at how to integrate customer satisfaction into your strategy.
What is customer satisfaction?
As the name suggests, the aim of customer satisfaction is to measure the extent to which your customers are satisfied with the product or service you offer them. There are a number of tools you can use to measure customer satisfaction, as we'll see below.
But why is it important to measure customer satisfaction? Quite simply because they're your customers, and if you want to recruit or retain them, you have to meet their expectations at the very least.
It's therefore essential to adopt a customer-centric approach. Customer satisfaction measurement tools can help you develop your strategy.
How do you measure customer satisfaction?
There are many different ways of measuring satisfaction, each based on a different set ofcustomer satisfaction indicators.
So, first of all, you'll need to define your educational objectives before drawing up your customer satisfaction questionnaire: are you looking for feedback on a specific service offered by your company? Or would you rather get the customer's overall impression of your company in general?
The associated indicators will not be the same. But generally speaking, if we had to choose 3 satisfaction indicators, they would be :
- CSAT (Customer Satisfaction Score), which evaluates answers to the question "Are you satisfied with...?
- The CES (Customer Effort Score), which measures the level of effort required by the customer to reach his goal.
- NPS (Net Promoter Score), which measures whether the customer would recommend your services
Integrate these satisfaction scales into an improved offering
If you want to put customer satisfaction at the heart of your strategy, the first step is to involve the various teams that make up your company.
From the R&D department to the after-sales service, everyone must keep in mind that the company's objective is to satisfy its customers. Indeed, the questionnaires sent out to customers will evaluate various criteria, not only products and services, but also the customer's experience with the company.
Based on these responses, an internal strategy can be developed to improve processes or functions, and thus enhance customer satisfaction.
