Why measuring customer satisfaction is crucial
In today’s highly competitive environment, customer satisfaction has become a key lever for differentiation. Contact centre advisors, who are in direct contact with customers, play a vital role in building and maintaining positive relationships. By measuring and improving satisfaction, companies can meet customer expectations, reduce friction and strengthen loyalty.
The benefits of running customer satisfaction surveys
Internal benefits
- Give customers a voice : collect feedback to better understand expectations and adapt services across the organisation.
- Drive continuous improvement : use survey data to optimise processes, refine customer messaging, support advisors and improve training.
- Reduce costs : by better understanding customer needs and reducing irritants and complaints, companies can lower the costs associated with handling them.
External benefits
- Strengthen loyalty : satisfied customers are more likely to remain loyal and recommend the brand.
- Enhance customer experience : identifying and resolving friction points across the journey ensures a smoother, more satisfying experience.
Key metrics to measure customer satisfaction
Several KPIs can be used depending on your objectives :
- NPS (Net Promoter Score): measures the likelihood that a customer will recommend the company.
- CSAT (Customer Satisfaction Score): assesses satisfaction following an interaction, purchase or service.
- CES (Customer Effort Score): evaluates how much effort the customer had to make to obtain a service, answer or product.
It is crucial to clearly define what you want to measure and to cross-reference these indicators for an accurate view of customer satisfaction.
A few best practices
- Don’t run a customer satisfaction survey just for the sake of it : a satisfaction survey should be part of a broader improvement plan, not an exercise in self-congratulation. When should customers be surveyed ? On which services ? How often ?
- Use both transactional (immediate) and relational (delayed) surveys at different stages of the journey. This prevents advisors from being unfairly penalised by poor scores caused by issues outside their control.
- Avoid survey fatigue : customers are bombarded with surveys. Favour targeted surveys on key moments such as a purchase, a home repair or a support request.
Contact centres on the frontline
Advisors are at the frontline, representing the company’s image and values while also capturing the voice of the customer. Every day, they collect valuable feedback (verbatims, irritants, misunderstandings) that can be transformed into a solid data set. AI can help consolidate and analyse this information more effectively.
Engaging advisors in the continuous improvement process is also a powerful way to motivate and involve them. By contributing ideas and participating in feedback loops, advisors become true actors of customer satisfaction.
Building long-lasting customer relationships
Satisfaction surveys are essential tools for companies and contact centres. By measuring and leveraging customer feedback effectively, organisations can turn one-off interactions into long-term relationships. With seamless connections to third-party tools via API, Kiamo makes it easier to manage and analyse survey results. Deploy a strategy focused on customer satisfaction to increase loyalty and improve performance.
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