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Customer experience · 

7 minutes

Cormac O'SullivanPiggy

How to Measure Customer Satisfaction: The Ultimate Guide

Delving into the world of customer service and experience, one phrase you’ll hear often is "customer satisfaction." But what is customer satisfaction, and more importantly, how do you measure it? These are some of the questions we'll be answering in this comprehensive guide.

What is Customer Satisfaction?

At its core, customer satisfaction is a measure of how well your product or service meets or exceeds customer expectations. It gauges how your customers feel about your brand, their interactions with your business, and the overall experience you provide. Satisfied customers are more likely to stick around, refer others, and positively contribute to your business's reputation and bottom line. In fact, a study by InfoQuest found that a "totally satisfied customer" contributes 14 times more revenue than a "somewhat dissatisfied customer".

Is Customer Satisfaction Quantifiable? Arguments For and Against

There are debates about whether customer satisfaction can indeed be quantified. On one hand, customer satisfaction is a subjective, individual feeling, influenced by personal preferences and expectations. How can you quantify an emotion?

On the contrary, businesses have developed several metrics over the years to attempt to capture this elusive concept, transforming qualitative impressions into quantitative data. Metrics like the Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), and others provide a numerical basis to gauge customer satisfaction. These metrics, while not perfect, provide a useful way to track changes in customer sentiment over time, helping businesses make data-informed decisions.

The Benefits of Measuring Customer Satisfaction

Measuring customer satisfaction has a range of benefits. It helps you understand your customers better, improve your products and services, reduce churn rate, and boost customer loyalty. Ultimately, these factors contribute to increased revenue and business growth.

A Harvard Business Review study, for instance, found that companies with the highest customer experience scores have an average revenue growth rate of 17%, compared to 3% for companies with low scores. Plus, measuring customer satisfaction gives you actionable insights, helping you tailor your customer service and engagement strategies for better results.

Measurements of Customer Satisfaction & How to Calculate Them

When it comes to measuring customer satisfaction, different metrics serve different purposes. Let's look at some of the most common ones:

Net Promoter Score (NPS)

This metric divides your customers into three categories: Promoters, Passives, and Detractors, based on a single question: "On a scale of 0-10, how likely are you to recommend our company to a friend or colleague?".

The NPS is then calculated by subtracting the percentage of Detractors from the percentage of Promoters.

Customer Satisfaction Score (CSAT)

CSAT measures a customer's satisfaction with a specific transaction or interaction. It's typically calculated using the question, "How satisfied were you with your experience?" The score is the average rating, usually on a scale of 1-5.

Customer Effort Score (CES)

CES measures how easy it was for a customer to resolve an issue or complete an interaction. It's typically measured by the question, "How much effort did you personally have to put forth to handle your request?" on a scale of "very low effort" to "very high effort".

Customer Churn Rate

Customer churn rate, also known as attrition rate, measures the percentage of customers that stop using your product or service during a given time period. It is calculated by dividing the number of customers lost during a set period by the number of customers at the start of that period.

Customer Lifetime Value (CLV)

CLV is a prediction of the total revenue a business can expect from a single customer account. It looks at the relationship's entire lifespan, and not just one transaction.

First Contact Resolution (FCR)

FCR measures the percentage of contact center calls that are resolved by the customer service representative during the customer’s first contact.

Social Media Monitoring

Monitoring social media platforms can provide you with a real-time and raw insight into how customers feel about your brand, products, and services. This method might not provide numerical data, but it can offer invaluable qualitative data.

Sentiment Analysis

Sentiment analysis is the use of natural language processing to identify, extract, quantify, and study affective states and subjective information from the source materials.

Post-Service Ratings

This method involves requesting customer feedback after a service interaction. It could be a simple thumbs up or thumbs down, or a short survey sent via email or SMS.

Customer Health Score

A customer health score allows companies to measure customer relationship health. It's often measured using a combination of data points including product usage, NPS, and payment history.


SERVQUAL is a diagnostic tool that can highlight gaps in the service delivery process, identifying areas for improvement.

Methods of Measuring Customer Satisfaction

There are several ways to gather the data you need to calculate these customer satisfaction metrics. Let's take a look at some of the most common methods:

Email Marketing Surveys

Email is a cost-effective and efficient way to reach your customers directly. You can use it to send out customer satisfaction surveys and get valuable feedback.

Online Surveys or Forms

You can use online surveys or forms to ask for customer feedback. They can be presented on your website or in your app, or distributed via social media.

Live Chat

Live chat provides immediate feedback. It's particularly useful for gauging satisfaction at the moment of interaction and resolving issues swiftly.

Web Intercepts

Web intercepts or website surveys pop up on your website to solicit feedback from your visitors. They're a great way to capture the thoughts and feelings of your customers while they're interacting with your brand.

Social Media

As mentioned earlier, social media monitoring can give you real-time feedback from your customers. You can also use social media platforms to directly ask for customer feedback.

How to Ensure Customer Satisfaction

To improve and maintain high customer satisfaction levels, it's vital to actively engage in strategies that prioritize the customer experience:

Be Transparent

Customers value honesty. Make sure your business practices, including pricing and policies, are transparent. This builds trust, which is the foundation of customer satisfaction.

Furnish Your Customers with Information & Quality Content

High-quality, useful content not only helps to attract new customers but also keeps existing ones satisfied by providing them with value. Blogs, newsletters, and guides are some ways to provide this content.

Perfect Your Customer Service

Exceptional customer service is a critical aspect of customer satisfaction. Ensure that your customer service team is trained and equipped to handle queries and resolve issues efficiently and effectively.

Plan & Manage Your Customer Journeys

Understanding and managing your customer journey can help you identify key touchpoints and ensure that customers have a positive experience from the first point of contact to post-purchase.

Interact with Your Customers

Regular interaction with your customers can make them feel valued and heard. It could be through social media engagement, email check-ins, or personalized offers.

Ensure Educated & Happy Employees (Service Profit Chain)

The Service Profit Chain is a theory and business concept that links employee satisfaction to customer loyalty and profitability. Therefore, keeping your employees happy and educated about your products and services will lead to better customer service.

Create an Omnichannel Experience

An omnichannel experience ensures that your customers receive a consistent, high-quality experience, regardless of the channel they choose to interact with your business.

Offer Fair Refund & Return Policies

Customers need to know they won't be stuck with a product or service they're unhappy with. Providing fair and clear refund and return policies can enhance customer satisfaction and loyalty.

Request and Use Customer Feedback

Customer feedback is a goldmine of information that can help you improve your products, services, and overall customer experience. Regularly ask for it, listen to it, and most importantly, act on it.

Reward Customers

Rewards can be an excellent way to boost customer satisfaction. It could be a simple as a discount on their next purchase, a freebie, or points in a loyalty program.

Personalize Your Interactions & Experiences

Personalization has become increasingly important in the digital age. From email marketing to website experiences, personalization can lead to higher customer satisfaction.

Steps to Measuring Customer Satisfaction

After understanding the importance of measuring customer satisfaction and the different ways you can do it, let's take a look at the steps you can take to start this process:

Define Your Goals

Before starting any kind of customer satisfaction measurement, it's crucial to define what you're trying to achieve. Is it to increase retention rates, reduce churn, or improve a product or service? Having clear goals will guide your process and help you choose the right measurement tools.

Outline What You Want to Measure

Decide on the aspects of the customer experience you wish to measure. It might be the overall satisfaction, a particular product feature, or the efficiency of your customer service.

Decide on Your Survey Method & Style

Will you be using CSAT, NPS, CES, or a combination? Each method has its strengths and limitations, so it's essential to choose the one that best suits what you want to measure.

Customize Your Survey

Create a survey that reflects your brand and appeals to your customers. Remember to keep it concise and simple to encourage completion.

Determine Who Will Receive the Survey

Consider your customer segmentation when sending out surveys. You might want to survey customers who purchased a particular product, used a specific service, or interacted with your customer service team.

Choose Your Survey Channel

Decide on the channel that will best reach your customers - email, website pop-up, SMS, or through social media. The channel you choose may depend on your customers' preferences and behaviors.


Once your survey is ready, send it out or publish it on your chosen channel.

Collect & Analyze Results

After a given period, collect your responses and start analyzing the results. Look for patterns, trends, and areas for improvement. Use a tool like Google Analytics for more in-depth analysis.

Implement Feedback

The final step - and perhaps the most important - is to act on the feedback you receive. Make necessary improvements, inform your customers about the changes you've made, and measure again to see if the changes led to improved satisfaction.


Customer satisfaction is not just a metric, but an invaluable tool that can help businesses thrive in a competitive market. By understanding what it is, how to measure it, and the actions you can take to improve it, you can build a loyal customer base that not only contributes to your bottom line but also becomes ambassadors for your brand. So, invest in measuring customer satisfaction today and make it a central part of your business strategy.

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