In this article – We discuss the factors that influence customer satisfaction, and how to ascertain the critical ‘numbers to manage’ for your business.
It’s important to understand what factors have an effect on your customer’s overall satisfaction – that sounds a little obvious, but have you put effort into establishing what the critical numbers are for you?
There are a huge number of potential variables that will have an impact on customer satisfaction, but not all of these will apply to you – so how do you find out which ones count, and which are a ‘red herring’?
Firstly, you’re going to have to get some facts – I’m a fan of Zendesk for customer support, and find this a great place to get my customer satisfaction data. But there’s more than one way to gather your data, so figure out what is right for you and get started – but let’s cover some possible numbers…
Depending on your type of business, the numbers that count are going to be different… here’s a decent list to get you thinking.
- Phone Pickup time
- Enquiry to Quote time
- Returning call time
- Time to completion
- Delivery time
- Simple: Are customers getting confused?
- Are communications clear and relevent?
- What is the customer experience?
- No Hassles: Handling of complaints
- The right product for their needs?
- More than expected?
- Under promise – Over-deliver
- Feeling valued and cared for
- Something for next time?
You’ll need to establish what really counts for your clients. If you don’t have an ‘analysis ready’ source of CSAT data, you will need to start gathering this. There are a number of free sources for small scale surveys, Survicate is one of these that we’ve been using.
Currently we’re sending an email to every new customer, ten days after their first purchase – asking them “How did we do?”. I love reading all the comments and that is where I see what my customers love (and don’t love) about us… these are part of our critical numbers.
As you can see from the example below – our feedback clearly shows that our numbers have to revolve around speed and ease – 95% of orders despatched SAME DAY (with a phone call if they don’t), and clear email communication. We’re doing a pretty reasonable job – but we’ve got things to improve.