According to Qualtrics, customer satisfaction is one of the most essential elements of customer retention, customer loyalty and product repurchase. The art and science of customer satisfaction involves strategically focusing on creating and reinforcing pleasurable experiences.
Customer satisfaction matters. But where does a business get started?
How to Effectively Measure Customer Satisfaction
Measuring Customer Satisfaction is absolutely critical if you want to encourage the maximum number of referrals possible. Sadly, most small businesses don’t have a systematic way of tracking overall satisfaction.
Even worse is that fact that they have no way to receive instant notification of those who aren’t likely to spread the good word about their company, thereby leaving the unhappy customer to say whatever they like on their social networks!
When it comes to measuring customer satisfaction, one very popular method is called the Net Promoter Score.
The Net Promoter Score, or NPS®, is based on the fundamental perspective that every company’s customers can be divided into three categories: Promoters, Passives, and Detractors.
By asking one simple question — How likely is it that you would recommend [your company] to a friend or colleague? — you can track these groups and get a clear measure of your company’s performance through your customers’ eyes. Customers respond on a 0-to-10 point rating scale and are categorized as follows:
- Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
- Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
- Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.
To calculate your company’s NPS, take the percentage of customers who are Promoters and subtract the percentage who are Detractors.
Automatically Measure Customer Satisfaction
In the video below, I’m going to take just over 4 minutes to show you exactly how you can use Infusionsoft (affiliate link) to automatically measure your company’s Net Promoter Score.
More importantly, I’m going to show you how to configure Infusionsoft to automatically notify you whenever someone submits a score that makes them a detractor – so that you can take immediate corrective action.
How to Improve Customer Satisfaction with Infusionsoft
Improving customer satisfaction begins with talking to the customers that aren’t happy with the product or service that they have purchased from you. In the video above, I’ve shown you an extremely easy way that you can find out who these people are so that you can reach out to them.
Below, I walk you through what a campaign for measuring customer satisfaction could look like.
As you can see in the image above, customers will be routed down one of three paths (called sequences) depending on the answer they give on the web form shown below.
Once they make their selection and then complete the form, the magic of Infusionsoft takes over once again and routes them down the appropriate sequence (Promoter, Neutral, Detractor). The way this is done is via what is called a decision diamond.
Configuring a decision diamond is very easy to do. All you do is create rules that tell the diamond which way to route the user, based upon what actions they have taken; which in this example is the rating from 1 to 10.
Below is a partial screen shot of the decision diamond configuration screen.
Based upon the logic shown above, the user is now routed down the appropriate sequence.
For example, if the user had chosen a 9 on the form, they would be classified as a promoter and routed down the sequence shown below.
Had the user selected a 6 or lower, then they would have been routed down the detractor sequence, shown below.
Once you begin to track your Net Promoter Score, you are going to want to have easy access to it so that you can see at a glance the state of your overall customer satisfaction. This is easily accomplished by installing a widget onto your Infusionsoft dashboard. I’ve included a sample screenshot below.
As you can see, when you use the Net Promoter Score, combined with the automation power of Infusionsoft, you are going to have much more visibility into how your customers feel about your company’s level of service, and, perhaps more importantly, you are going to be able to instantly reach out to those that aren’t happy so that you can rectify whatever went awry before they start saying negative things about your firm on their social networks.
- Measuring Customer Satisfaction: When Should Customer Satisfaction be Measured? 3 Approaches to Consider
- How to Measure Customer Satisfaction: Do You Overlook these 4 Key Customer Satisfaction Measurements?
- How to Create Customer Satisfaction Surveys
- 7 Timeless Ways to Improve Customer Satisfaction
- The Ultimate Question 2.0 (Revised and Expanded Edition): How Net Promoter Companies Thrive in a Customer-Driven World
- Book: Customer Satisfaction is Worthless, Customer Loyalty is Priceless by Jeffrey Gitomer