Customer satisfaction is often measured as part of your data strategy. Here are four metrics to focus on to increase customer satisfaction and the results that you generate.
Improving customer satisfaction has numerous benefits. You turn onetime customers into long-term fans. As people spend more money with your business, both profits and average order values increase. Yet, getting from your baseline levels of satisfaction to a higher level can take some strategic planning. Here’s a closer look at how to assess four key metrics related to customer satisfaction—and approaches to increasing your performance.
Expectations vs. perceptions: What do your customers expect from you in terms of service, and how do you deliver? If the two are aligned, you’re doing well and can continue on with your current customer service strategy. However, if gaps exist, it’s time to take a closer look. Are you overpromising on what you can do or underdelivering on service? Taking a deep dive into any gaps to find out their cause and recommend solutions that can increase satisfaction levels.
Recommendations: How likely are your customers to recommend your company to a friend? This can be measured through a traditional Net Promoter Score program, or simply taking a closer look at recommendation-related metrics. Recommendations speak strongly to real levels of satisfaction, and a healthy referral program can positively impact your bottom line.
Satisfaction with staff: Your staff members are an important component of the customer experience. How happy or satisfied are customers with that element of the experience that you offer? Measuring satisfaction with staff can help you understand how different segments of employees are performing. From there, it’s possible to make decisions about opening up new channels of support, revising recruiting strategies, and investing in further training.
Delivering on the ideal experience: Whether it’s buying a car or spending a day at a theme park, customers quickly form an image of what their ideal experience is. How close is your customer experience to what your audience envisions? This is another dimension of satisfaction. Gaps often exist. This should prompt you to take a deeper dive into customer research. Take the time to understand their projections for an ideal experience, how you hold up against the competition, and what this can mean for your chances to grow.
Investing in customer satisfaction is critical to the long-term growth of your business. Starting with a metric-focused data strategy allows you to make informed decisions and investments that maximize your ROI.