How to Measure Customer Satisfaction?

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The importance of customer satisfaction for a business needs no special emphasis. Satisfied customers are likely to purchase more, recommend your product to others, and also become loyal customers of your business. Satisfaction also implies how well a brand meets its client expectations. So, a business’s success is tied to happy customers.

Measuring client satisfaction helps you identify problematic areas and ensure they receive a consistent and quality experience throughout the customer journey. Here’s how you can measure customer satisfaction effectively.

Select the right metric


The most popular metric to measure satisfaction is CSAT, and its survey is a simple question asking customers to rate their satisfaction level on a scale of 1-5. CSAT is easy to measure and can be applied to any stage in the customer journey. While the metric doesn’t dig deep into customer experience, it’s a great tool to get an idea about the quality of your services. By sending out surveys at the right time, when the interaction is fresh in the customer’s mind, you can get accurate responses.

CSAT doesn’t offer in-depth insights about the cause of a positive or negative experience unless you have an open-ended question at the end. There’s also the difficulty of denoting the level of satisfaction on a numeric scale and the possibility of a survey bias.


The other option and perhaps the more effective metric for customer satisfaction is Emotional Value Index (EVI®). It aims to measure emotional experience and how customers feel about different interactions is a strong mark of satisfaction. The survey asks the customers to select the emotion that best describes how they feel from the set of emojis provided. The circular form of presenting the emojis also helps in avoiding bias.

EVI® surveys can also offer better insights if an open-ended question is included. Using it alongside other KPIs like NPS and CES can offer more context and help you identify the root cause.

Design effective surveys

Did you know that length, structure, and the wording of your survey also play a role in determining the response rate and accuracy of answers? Customers don’t have the time or interest to answer lengthy surveys all the time. So, try to keep your customer satisfaction surveys concise and easy to understand. You can also word the question creatively, tailoring it to the specific interaction.

In addition, try to make the survey look visually appealing to engage customers better. EVI® surveys with colorful emojis are eye-catching and will get more people to respond because it doesn’t take much time.

Collect feedback through multiple channels

Customers use a multitude of channels to interact with brands today. First, identify the channels frequently used by your customers and gather feedback through all of them. If your business has an in-store and online presence, choose a combination of channels. This way, you can reach out to customers in their preferred channels and benefit from a high response rate.

It’s important to ensure that the feedback collection process is seamless and secure in all channels, offering clients a consistent experience. With high-quality CX tools such as Feedbackly, capturing client feedback across multiple channels is very easy. You can create a variety of surveys, from embedded website surveys to lengthier email surveys for gathering information.

Analyze data

Once you have gathered the responses, it’s time to calculate the score and analyze the results. For example, when calculating CSAT, you divide the total number of satisfied and very satisfied customers by the total number of responses and represent it as a percentage value.

When analyzing customer feedback, it’s important to keep the goal of feedback collection in mind. For example, if you are trying to identify a specific issue related to customer satisfaction, keep an eye out for responses highlighting it.

Once you have summarized the results and gathered some data-based conclusions, look into how you can fix the pain points. If you need additional context, you can send out another survey or speak with your customers directly.

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