What to measure for getting an insight of customer satisfaction?

What to measure for getting an insight of customer satisfaction?
September 23, 2014 Kabir Raja


Sustaining an audience is challenging. It demands consistency of purpose, thought, and of action over a long period of time. To improve performance and customer satisfaction, customer satisfaction research is imperative. But why research work for customer satisfaction? This is because only effective research work can

  • Track improvements in the business relationship
  • Identify areas of improvement.

However, the issue is not whether or not you are gaining information about customer satisfaction; but it is whether or not you’re using these information about customer satisfaction to understand the current satisfaction trend and long-term business durability. Before you start your market research work for measuring customer satisfaction and loyalty, consider the following core tenets

Satisfaction: Find out how satisfied your customers are with respect to the different attributes of your engagement with them including

  • Overall product and service satisfaction
  • Reason for cancellation
  • Pre and post-sales support
  • Ongoing customer service support.

Importance: Figure out what is really important to the customers and what it not. Whether they prefer ongoing support or that on-site support is not very important.

Loyalty: what do your customers think about you and your service? This plays a critical role in the development of your business and services that you provide. Customer retention is directly proportional to profitability.

The 4 important customer satisfaction measurement

Measuring the affective aspect of customers

Affective and behavioral measurement reflects the likelihood of repurchasing products and services. Customer satisfaction is highly influenced by the performance evaluations of

  • Product performance
  • Product quality
  • Product value.

Customer loyalty is not only measured by the overall satisfaction, but also by the likelihood of repurchase and commending the brand to others. Have you asked the following three questions to measure customer loyalty?

  • How satisfied the customers are with the brand?
  • How likely the customers are to repurchase or choose the same brand?
  • How likely the customers are to recommend the brand to their friends and family?

Measuring the cognitive aspect of customers

Likes and dislikes for a product is best measured in the context of product benefits and attributes. Customer attitude towards a product develop as a result of genuine product information or experience with the product, whether perceived or real. To measure the cognitive aspect, ask

  • Whether the product is useful to the customer?
  • Whether the product fits their situation?
  • Whether the product exceed the requirements of the customers?

Affect and satisfaction are closely related. The difference is that satisfaction is ‘post experience’ and signify the emotional affect typically formed by the product’s quality and value.

Measuring the emotional aspect of customers

The most important predictor for customer satisfaction are customer experiences that result in attributions of quality. And quality is always measured in one of the three context

  • How well the quality fulfills the customer needs?
  • What is the perceived reliability?
  • What is the overall quality?

Satisfaction is always linked to positive ideas and fulfillment of needs while dissatisfaction is often associated with purchase regret.

Measuring the behavioral aspect of customers

Behavioral measures reflect customer’s present and past experience not only with the product but also with the customer service representatives. Satisfaction is also influenced by post purchase and post experience actions like communicating with others through social networks and word of mouth. Post experience actions like increased search for the product information, reduced trial of alternative products, or changes in preference for shopping locations also reflect the level of customer satisfaction towards a brand.

Getting real information from customers in real time is the best way for business to understand their strength and weaknesses, especially as their business grows. Often market researchers, for instance, Redshift research company (http://www.redshiftresearch.co.uk/)also use online surveys to get feedback about customer’s experience for a particular brand. The surveys allow you to steer conversation in directions that the customers may not have gone otherwise. Also giving customers easy access to communication channels like website feedback, Facebook, Twitter, or email helps in collecting their experiences and satisfaction level towards their preferred brand. Maximising customer satisfaction has the potential not only to increase overall customer satisfaction by 20 percent but also to lift revenue by up to 15 percent.

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