Measuring customer satisfaction

Tools for measuring customer satisfaction

Customer satisfaction is measured to determine both customer expectations and the extent to which their needs are being met. Measuring customer satisfaction is therefore an important part of customer satisfaction analysis. One of the tools used to measure customer satisfaction is the customer satisfaction survey.

The level of customer satisfaction depends on the relationship between customer expectations and the extent to which their needs are met.

Customer satisfaction influences purchasing behaviour, recommendation rates, customer retention and customer loyalty, and therefore has a major impact on business success. Customer satisfaction should therefore be a top priority. With the LamaPoll online survey tool, customer satisfaction is usually measured through regular surveys or by collecting key metrics. Customer surveys have proved to be a reliable and effective tool.

Customer survey guide (PDF)

Customer surveys

10 good reasons to measure customer satisfaction

1. Increase customer satisfaction

2. Reduce customer churn

3. Determine the recommendation rate

4. Stand out from the competition

5. Identify process errors (quality assurance)

6. Evaluate the implementation and success of initiatives

7. Determine key metrics (benchmarking)

8. Reduce the volume of complaints (e.g. to customer support)

9. Plan initiatives (e.g. to improve customer retention)

10. Avoid poor investment decisions (e.g. when planning product changes)

Measuring customer satisfaction: helpful tools and models

The Kano model for measuring customer satisfaction

• The Kano model for measuring customer satisfaction categorises customer requirements and expectations according to how they affect customer satisfaction. The Kano model enables you to address customer needs in a targeted way and effectively increase satisfaction.

Customer satisfaction survey

• Customer satisfaction can also be measured through observation or by collecting specific metrics, such as repurchase rates and the volume of support requests. A customer satisfaction survey allows customers to provide feedback, suggestions and criticism directly. These valuable insights can help you optimise business processes.

Online customer surveys for measuring customer satisfaction

• Online customer surveys offer several advantages over traditional surveys: they save time, reduce costs (postage, analysis and distribution) and allow you to reach and survey thousands of customers around the world individually within a very short time.