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Customer Satisfaction Measurements

Tracking your customers' feelings is essential for creating an inviting environment that encourages customers to return often. In order to know that this data is being put to good use, you must be familiar with what to do with customer satisfaction measurements. The following article details how to best analyze and incorporate information collected from customer satisfaction scales.


Get the data

Customer satisfaction measurements often track feelings quantitatively. While this makes analysis of large data sets quite easy, it also hides a lot of important qualitative data. As such, questions on customer satisfaction surveys are most informative when they are highly specific. Asking how satisfied a customer feels is imprecise and vague, while asking how certain aspects of your business make the customer feel is significantly more informative.

Read between the lines

When surveys allow more open-ended responses, you can find what is highly appreciated or needs the most work by searching for themes and keywords in customers' responses. If a large number of respondents complain of poor customer service, you can recognize the major problem area. Even for numerically-based scales, searching for commonalities in answers can help localize issues. Factor analysis highlights areas of common concern and potentially guides you to the most efficient solutions.

Know your audience

Considering the personality of your customers can go a long way. By determining which components are most important to your customers, you can determine how to best structure your business. Different populations of customers demand different focuses, so understanding the characteristics of your target demographic improves your business.

Look on the inside

Internal measures are a useful gauge of customer satisfaction rather than customer self-report measures. Tracking things like call hold times or repeat customers offers a strong metric of customer satisfaction. For example, if you find that customers rarely return a second time, this suggests there is room for improvement. Internal measures provide an additional source of data to both company management and employees.