Customer Satisfaction Goals

So, what should your customer satisfaction goals include? Hard to say. No one knows your business better than you. Your goals may not be my goals, and vice versa.

How to Measure Customer Satisfaction

Every method of collecting data on customer satisfaction comes down to a customer survey.

With digital analytics, we can determine if users are researching a goal, how they are interacting with a feature, or even their relative struggle completing a given task. But we can’t gauge their emotional response to any of that.

That’s the secret. Measuring customer satisfaction gives you a peek at your customers’ emotional responses.

If we simply judge customer experience on conversion rates and goals completed, the DMV would score very high — much higher than something with higher funnel drop-off, like, say, buying a Tesla.

Luckily, most businesses know not to measure things so myopically. We look at data in the right context and with a blend of attitudinal and behavioral data. When it comes to optimizing for customer experience and improving customer satisfaction, that’s the way to go.

Surveys: When do you send them? To whom do you send them?

These are great questions — and it depends on what you want to answer.

Most often, with a customer satisfaction survey, you’re looking to answer a very specific question such as, “How did the customer feel about this specific situation?” This situation is usually transactional, such as buying a pair of socks or getting an oil change.

In this case, you’re best off sending the survey as soon as you can. The longer the delay, the more likely it is that your data will be skewed. The memory does strange things, especially when it comes to emotions and experiences. If you want a true reflection of the customer’s experience, send the survey ASAP.