Customer satisfaction analytics: outperform your success

Customer satisfaction analytics canvas

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When it comes to customer satisfaction, analytics is one of the main elements to analyze. If your customers aren’t happy enough with your brand or service, they won’t buy any more. You don’t want that.

So, how can you measure customer satisfaction? The answer stays in number!

Keep reading to learn how to identify and improve your clients’ satisfaction step by step!

Thanks to customer satisfaction analytics, you get the insights you need to improve what you are doing.

How to identify customer satisfaction problems

The first thing you must do when it comes to analytics is to identify your customers’ problems are experimenting.

KPIs are great, but they are not the only way to obtain answers about your customer service problems and know more about customer satisfaction.

Here we offer you three ideas to keep your customer service healthy.

Ask your customers what they think

No one better than your customers knows about their customer service experience.

So, if you want to improve, look for their opinions.

They will say what they think anyway. If something is getting wrong, people will complain on socials or in reviews.

Anticipate them! Ask about their satisfaction and show that you care about them.

You can do it with online and offline surveys. Try to measure the NPS (Net Promoter Score). See how willing they are to share their best experience and try to help to avoid pitfalls.

If something isn’t going as it should, they will tell you, and you will be able to fix it as fast as possible.

Ask your employees

Your team is one of your most significant assets. Do you know that your colleagues can help you understand how you perform with your customer service?

The daily talk with customers, listening to their needs, requests, and worries. So, who better listens to the voice of the customers? They can have precious suggestions and improvements to your service.

For instance, if they receive many questions on using your product, you know that it needs to create a guide on the topic. 

If they collect numerous requests for new features, you know where to invest your next efforts.

Study your retention data

Happy customers come back to your brand. It is a fact. And if your customer service is excellent, all the better.

So, how can you be sure your customers are satisfied enough to come back? Ask retention rate and confront it with the churn rate, which is the percentage of customers who decided to end their relationship with a company in a certain period.

Programs and scores you can use to analyze customer satisfaction

If you are not sure how to proceed, some scores can help you. Here we propose three of the most important of them.

CSAT: Customer satisfaction score

This score measures how the customer feels satisfied with a brand.

It measures customer satisfaction with a business, purchase, or interaction. It is probably one of the easiest ways to measure happiness in clients, yet it is still one of the most powerful. To calculate it, marketers can ask how satisfied customers are and then give them a scale, usually from 1 to 5. 

CES: Customer effort score

With this score, you ask a customer how much effort he put into interactions with the brand. The scale comes from 1 to 5.

The creators of this scale noticed that “Service organizations create loyal customers primarily by reducing customer effort – i.e., helping them solve their problems quickly and easily – not by delighting them in service interactions.”

CSI: Customer Satisfaction Index

The third score we are going to see is CSI, Customer Satisfaction Index,

This score helps to find reasons for customer satisfaction or rather dissatisfaction. This score’s premise is that satisfied customers are happier, will be more likely to buy again from the brand, and become loyal advocates. It measures how good the brand is when it comes to providing services and goods.

It is a mix of qualitative and quantitative measures.

Three issues in tracking customer satisfaction analytics

Customer satisfaction analytics is not the perfect world – hence there may be some issues you could find while tracking it properly.

Here we found three of the most common issues you can find and some hints on overcoming them.

De-structured info places (and target)

If you have lots of clients and customers, you can probably collect several pieces of information from them. The only problem is that they may be sparse and fragmented.

It happens when your presence is in several channels, and you have many customers that write on different platforms.

You could have some reviews on Tripadvisor, feedback on Amazon, requests on Twitter, DMs and private messages on Instagram and Facebook, comments on the blog, and more.

Moreover, your clients could use different platforms according to their target. It means you could have a different sentiment on various social media. Maybe your elderly target loves Facebook the most, but your product is too new, so they don’t appreciate it. On the other hand, the twentysomething part of your audience may prefer Instagram.

There is way too much information in too many places!

De-structured emotions

How can you solve people’s problems if you don’t even know what they are?

What do your community members think about your company? Do they praise you, or do they mock you? Are they sincerely impressed, or that enthusiasm hides a sarcastic and brutal critic? 

If you know this, you will be able to save the day and improve your reputation – and customers’ satisfaction, too.

Unexpected events that affect your service

We know you probably are telling yourself that your service is perfect – and we are sure that you put into it all the effort.

However, you never know what could happen, and you should be watchful in case of mistakes or problems. For instance, you could experiment with disservices or issues in a geographical area or different countries or cultural differences.

For instance, if you produce food, your product may not be kosher or ideal for vegetarian or vegan consumers. Or you could need to intercept and withdraw a bad batch.

If you want your customers to be happy all over the world, be sure you check everything!

How to systematize and solve problems with the help of tech

Can technology help in this tricky analysis? Of course, it can – you only need to select the right tools!

At the very beginning, when you have a bunch of raw data is to find the right way to systematize them. How?

The first thing you can do is to select the keywords you want to analyze. Thanks to tools like our Analytics Insights, you can choose and look for the most relevant and frequent keywords in all the data you collected.

Are they some keywords that refer to a particular problem? Do they express unsatisfied feelings towards your customer care service? Do clients blame a specific function, product, or service?

All of this is useful to know if something isn’t going well and what to do about it.

Thanks to sentiment analysis, brands can analyze people’s comments and opinions and use those data to fix and improve their strategy. The tool can then start segmenting by giving you suggestions on how to improve your work to achieve increased customer satisfaction.

Conclusions: how to make customers happier

Now that you have collected all these bits of information, what should you do with them?

Easy – you learn from them!

Analyzing your customer satisfaction analytics will tell you a lot about them, about how they feel towards your brand, what they like and dislike about it.

These analytics are a golden opportunity for any of your departments, from customer care to sales, from marketing to production.

The more you can learn and apply from them, the better. You will make your customers satisfied and more loyal so that your reputation. So, your sales can happily grow.

Analytics is the collected and refined data that will help you to have a guide during your marketing activity. For customers, it is the same. Customer satisfaction analytics will give you more precise information on how your clients perceive your brand.

Moreover, they can also give you hints to make things better and improve your customers’ experience.

To take advantage of this data, you need to know where to find them, how to collect, and how to analyze them, so you can find out the information that matters.

Have you already started doing it?

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