Measuring customer satisfaction is one of the best ways you can benchmark and improve your customer experience. But how do you measure customer satisfaction?
Unlike measuring your Net Promoter Score (NPS), there isn’t a clear-cut way to measure how happy or unhappy your customers are with the products and services you deliver.
There are various customer satisfaction metrics you can measure, but what’s the simplest way to gauge customer feedback that can give you actionable insight?
Client Heartbeat is a simple tool that can help you.
We built Client Heartbeat (and use it internally) to measure satisfaction, collect valuable feedback and benchmark our scores so we can improve.
Here are three reasons why you should consider measuring customer satisfaction with Client Heartbeat.
1. Easy to create a simple, personalized survey
Customer feedback surveys still offer the best and most accurate way to measure satisfaction. However, no one likes filling out surveys that are 50 questions long, take 15 minutes to fill out and ask lots of open-ended questions.
Your clients simply don’t have the time for all that!
The biggest complaint I hear from companies about feedback surveys is their customers just don’t fill them out. Business owners are telling me only 5-15% of their customers actually fill out the surveys and provide feedback. They are frustrated by the low response rates because they don’t get feedback from all their customers.
This is a challenge that we have overcome with Client Heartbeat. Our surveys are short, simple and optimized to be accessed across all devices: mobile, tablet and PC. The surveys only ask six questions, all of which use a 1-10 rating-scale, making them easy to fill out for clients.
We also focus on personalization and customization. Surveys are sent via your email address, address each client by their first name and include your company logo and colors.
By using simple, personalized surveys, Client Heartbeat can attract industry-high response rates between 55-65%. That’s three times better than most companies we speak to.
Let’s look at how we measure customer satisfaction at Client Heartbeat (yes, we eat our own dog food). Here’s our simple survey:
Why Client Heartbeat is superior to other online survey tools:
- Simple and fast for clients to fill out and leave feedback
- Ability to send personalized surveys to clients that are recognizable in terms of your company
- Industry-high response rates between 55-65%
2. Collect, interpret and analyze customer feedback
Any survey or customer feedback tool can collect feedback, but without the ability to interpret and analyze the data, it offers limited value. Context is important when you are measuring customer satisfaction.
For example, if a customer gave you a 7/10, you might consider that okay. But what if they actually gave you a 9/10 three months ago? Now a 7/10 no longer looks so good. In fact, it means your satisfaction dropped 22% – enough to set the alarm bells off.
Client Heartbeat offers context where regular online surveys can’t. Here are four ways it helps us interpret and analyze our feedback more effectively:
Measure satisfaction over a period of time: Client Heartbeat lets you measure satisfaction from one period to the next. This means you can use past data to see whether satisfaction has improved or declined since the last survey.
Quickly identify happy and unhappy customers: Client Heartbeat analyzes individual customer responses to tell you who is happy (advocates) and who is unhappy (at risk of leaving or cancelling a contract). For every unhappy customer, you receive a notification via email.
Measure individual and overall satisfaction: To effectively measure and improve satisfaction, Client Heartbeat provides data on individual customer satisfaction and overall satisfaction for your company as a whole. Understanding both individual and overall satisfaction means you can get a micro- and macro-level view of your customer happiness.
Segment data and produce team reports: Quickly produce reports for team members and management that highlight the important insights that can influence business decisions. Segment your data based on departments, account managers or product categories, which can provide further insight. For example, if an account manager has an unusually high amount of unhappy customers, you can follow up with them and work on a solution.
Why Client Heartbeat is better at interpreting and analyzing customer feedback:
- Use context to analyze past scores and monitor trends in satisfaction to identify unhappy customers
- See customer satisfaction scores for individual clients and follow up directly armed with insight from their feedback
- Segment data and produce reports that provide more detailed insight
3. Benchmark and improve customer satisfaction
The overriding reason why you want to gauge customer satisfaction is so you can establish a benchmark and implement strategies to improve satisfaction. We conducted a study in January 2014 that found ‘best in class’ companies that scored high in customer satisfaction grew faster than companies who scored average or low in customer satisfaction.
This is backed up by Forrester’s Customer Index, which found customer-centric companies gained 43% in performance compared to a 33.9% decrease for companies who had neglected customer experience. Companies who focus on customer satisfaction will in turn increase loyalty, improve retention and ultimately increase revenue.
Client Heartbeat provides a means to help you establish a benchmark for satisfaction from which you can improve upon. Without a benchmark, how will you know if the customer satisfaction strategies and initiatives have had a positive impact?
Client Heartbeat also benchmarks your customer satisfaction against other companies of similar size and industry.
How many times have you heard someone say, “We deliver the best customer service?” In reality, every company proclaims to offer industry-best customer service, but where’s the proof?
Here’s a screenshot of our scores benchmarked against similar SaaS companies:
Why Client Heartbeat provides the best way to benchmark and improve customer satisfaction:
- Track changes in customer satisfaction levels from both an individual and company perspective
- Measure initial satisfaction and use the follow up data to see if your initiatives are having a positive or negative impact
- Industry benchmarking gives you additional insight that can guide business decisions
Measure customer satisfaction with simplicity and context
Measuring customer satisfaction doesn’t have to be a guessing game and it certainly doesn’t have to be complex. Client Heartbeat offers the simplest way to measure satisfaction, gather feedback, analyze insight and improve satisfaction.
We built Client Heartbeat to save you and your client’s time. Client Heartbeat provides your company with a simple, automated way to measure satisfaction with context.
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