Marketing Strategy
Marketing Strategy

Keeping your customers happy is critical to keeping their business and to gaining new sales. When your customers aren’t coming away from a transaction feeling satisfied, it can cost you, both in terms of current sales and future ones. Whether you offer a product or a service, it’s critical to understand how to implement strategies that’ll clue you into just how happy your clients are with your business. Let’s explore some of the most effective and efficient ways to measure customer happiness.

Create a Customer Satisfaction Survey

One of the best tools to gather data and insight into customer satisfaction is a survey. With just one question, you can gauge loyalty, find out how customers feel about their experience with your company, or discover how happy customers are with the product or service itself. Before you get started, you need to choose your method.

There are three main methods from which to choose when surveying customer satisfaction. No one way is perfect, but surveying different customers with one of these three types can give you the greatest insight into how your customers are feeling now and how that may impact future sales. Each one is simple and straight to the point.

1. Net Promoter Score (NPS)

Using the NPS, you’ll be able to determine if your customers are satisfied enough that they would recommend you to others. The customer is asked how likely he or she is to recommend your product or services to friends/family/colleagues on a scale of 0 to 10, with 0 being “no way” and 10 being a definite yes. Here’s how the results break down:

    • Respondents who answer 9 or 10 are referred to as Promoters. They’re viewed as likely to be loyal to your business and brand, to buy more, and to refer you to others.
    • Respondents who come back with a score of 0 to 6 are considered Detractors. These customers are not likely to buy more, be loyal to your brand, or recommend your business.
    • Respondents who give a score of 7 or 8 are considered Passives. They may or may not purchase from you again or refer you to their friends, family, or coworkers.

2. Customer Satisfaction Score (CSAT)

The CSAT is a great tool for finding out how your customer is feeling at the moment. It’s also the method that you’re likely most familiar with, because it’s so common. It consists of setting up a scale, typically from 1 to 10, and asking customers to choose the number that corresponds with their level of satisfaction. You can also opt to use a scale of 1 to 3 or 1 to 5. It’s quick and simple and gets straight to the happiness level.

The CSAT method gives you an immediate answer as to how your customer feels right now about your brand, product/services, or the experience that he or she just had.

3. Customer Effort Score (CES)

Use the CES to find out how customers feel about the ease of experience with your product or services. It’s a straightforward question: “How much effort did you have to put forth to use our product/service?”

It’s typically rated on a scale of 1 to 5, with 1 being the lowest effort and 5 being the highest. You can also use the CES survey after interacting with customers via support to gauge how they feel about your response or the handling of an issue.

Survey Strategy

Once you’ve chosen your customer satisfaction survey method, decide on which form you’ll use to present it. Options include:

  • In-store
  • Online
  • Email, post-purchase
  • In-app
  • Phone call
  • Text message

Next, determine which customers you’ll send it to and when. Figuring out the when shouldn’t be too difficult, because you’ll want to send the survey as close to the experience as possible. Customers will have both the experience and your brand fresh in their minds after an interaction and may be more eager to share their opinion.

However, you do have to consider what to use as your trigger for the survey. It may not always be a post-purchase survey but, instead, one that gauges the customer’s satisfaction at another point in the process. For example, you may send the survey out to customers who have reached out for support or contacted you with a question or concern. When you survey customers at different points in their journey, you can gather more data and feedback in order to help improve multiple areas of your operation.

Track Social Sentiment

Social media can be an incredibly useful, if imperfect, tool for gauging how people feel about your business. Your social media mentions give you instant insight into what people are saying about your products and services. With millions of users across social media platforms today, you simply can’t afford not to know what your customers are saying about you online.

Facebook, Twitter, and Instagram are the top social networking platforms to check and track, but online forums can also be incredibly useful for service-based businesses. Both your brand and your services may be discussed on forums. Customers may go to forums in order to complain, ask questions, or share a review. Seeing what they’re discussing can help you identify areas that need improvement or better understand what features are standing out for the right reasons.

In order to make tracking social media networks simple, use a monitoring tool. There are different affordable options to choose from which will track data like mentions, reach, positive sentiment, and hashtags. You should also be monitoring your own social media pages and

mentions and interacting directly with customers. A quick and friendly response to a customer will make a positive impression for everyone who sees it.

When it comes to measuring customer happiness, there’s no one right way to go about it. Try different survey methods and strategies in order to discover what works best for your business. Keep tabs on your social media sentiment in order to find out what customers are saying and to uncover areas for improvement. The most important thing to do is to actually make use of the data derived from B2B marketing touch point data, customer surveys and sentiment so that you’re constantly improving the customer experience and aiming to increase satisfaction.

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