Measuring Customer Satisfaction Helps Grow a Successful Business

No Thermometers for Measuring Customer Satisfaction

Most everyone understands that we need thermometers to measure the safety of perishable goods such as the Thanksgiving Day turkey or items stored in the grocer’s frozen-foods section. Wouldn’t it be convenient if measuring customer satisfaction was as simple, quick and reliable as using a thermometer?

Nonetheless, businesses should find ways for measuring how customers feel about their services. Otherwise, assuming how customers feel can become a costly guessing game with untold missed opportunities. Just as we depend on a thermometer to reliably measure the safe temperatures for the foods we consume, we need a reliable method for measuring customer-service satisfaction, as well.

I work with employers to help them develop customer-service metrics tools which serve as their "thermometers." Such a measuring tool allows a business to go directly to the source (the customers) and gather the information they need to be successful.

How measuring customer satisfaction benefits a business.

Before I explain how a metrics tool works, employers should understand the benefits of developing and using one. Generally, a metrics tools helps you gather the facts, so you can better manage your business. A tool for measuring customer satisfaction will also get you on the road to greater profitability by helping you: 

1. Focus on eliminating wasteful activities and improving efficiencies
2. Spot threats and opportunities
3. Make more informed decisions

How does a metrics tool work when measuring customer satisfaction?

Most marketing experts will tell you that buying products/services and expecting certain levels of customer services are both personal and subjective experiences. That’s because the customer service experience is mostly an emotional one.

Customers expect to receive the services promised and they expect quality from the products they purchase. In addition, they have personal needs that must be satisfied. Therefore, developing measurable criteria pose an interesting challenge for any business.

Usually customers will tell you exactly what (services or products) they want, if you ask the right questions. They will also let you know exactly what they're not getting. And then it's simply a matter of coming up with the ways and means to provide what they do want.

In some cases, customers’ personal needs must be extracted, but that cannot stop us from determining the criteria. And often the customers are the source of input for those criteria. First, ask yourself, "What do I really need to know from my customers?" It’s always a good idea to formulate questions that will also help you evaluate how you’re doing against the competition.

Here are a few examples of asking the "right" questions for a matrix tool:

• Can you identify the needs you have when doing business with XYZ Company?
• How well is XYZ Company meeting your needs?
• Was the XYZ Company customer service rep polite?
• Did you feel that your call for assistance was handled in a timely manner?

What do you do with the customer responses?

After you have developed the questions, you will want to come up with something such as a checklist to help you perform a subjective evaluation. You will also want to develop a process for evaluating how well you’re meeting the criteria and for matching the stated customer needs with their responses.

Again, it’s important to remember: the customer satisfaction experience is mostly an emotional one. Therefore, an effective metrics tool will contain questions that primarily address subjective issues (but it will also include a few objective type questions).

Finally, you will want to make sure you have a process in place for doing something with the information you gather. You will also want to communicate relevant information to everyone concerned.

I work with employers to help them develop customer-service metrics tools. Customers will usually tell you exactly what services or products they want, if you ask the right questions.