Ideas to Measure and Monitor Customer Satisfaction

Smiling woman purchasing and paying for goods from a smiling retail clerk
GettyImages/Peathegee Inc

In this era of social media, our experiences as customers are visible to the entire world via our networks in near real-time. We buy books and items online and many of us read the reviews before making decisions. We choose restaurants where the reviews are positive and the same goes for practically every other area of our life as consumers. 

And while good reviews are great marketing ammunition for organizations, negative reviews and a reputation for mistreating customers, providing shoddy workmanship or poor service is a marketing nightmare for the organization accused of delivering poor customer service.


Business-to-business firms are slightly more insulated from the mainstream reviews, posts, tweets and blogs of social media, however, a good reputation is priceless and a poor reputation for customer service spreads quickly and lingers for a long time. 

Developing and maintaining a high level of customer satisfaction is an important part of any organization's strategy and operating plans. This article offers ideas, insights and additional links and references for any manager interested in learning to manage, measure and strengthen customer satisfaction. 

Learn How to Measure Customer Satisfaction:

It is important to establish a baseline for your customer satisfaction measures. From simple surveys to tools including Net Promoter Score, it is essential to give structure and rigor to your measures. Of course, remember the old adage: "you get what you measure." There is both an art and a science to identifying the proper measures and learning to interpret them and translate them into actions.

This article offers a primer on measuring customer satisfaction. Read More...

Create a Customer Satisfaction Survey:

Designing and delivering a customer satisfaction survey is a challenging task for many organizations that lack a formal research function. It is incumbent upon you to design a clear, easy-to-use survey that measures the right attributes.

Additionally, you must assess the right time and location to administer the survey. Every step in the process must be carefully considered or you are at risk of skewing the results. This reference offers additional detail on survey creation. Read More...

How Key Drivers Help You Increase Customer Satisfaction:

Many factors have an impact on customer satisfaction and loyalty. A Key Driver Analysis tells you what is most important to your customers and where to spend your money for the greatest increase in customer satisfactionRead More...

Stay Focused on the Goal, Not the Counting:

Many businesses ​have metrics they rely upon to track their performance against company goals and Key Performance Indicators (KPIs). Just keeping score isn't enough. You have to identify and manage the activities that drive or contribute to the numbers. Read More...

Understand Key Performance Indicators:

Organizations establish Key Performance Indicators (KPIs) to monitor their progress against key goals and strategies. Identifying the proper KPIs is a challenging managerial task. Read More...

Benchmark Customer Satisfaction:

Benchmarking is the process of comparing your own organization or operations against other organizations in your industry or in the broader marketplace.

You might compare your most successful competitor's customer processes and satisfaction with your own. Or, you might look at a firm outside of your industry known for remarkable customer service practices. Establishing a benchmarking initiative is an important component of measuring and improving your customer service and satisfaction. 


Make Sure Your Entire Team Is Managing Customer Satisfaction:

While some departments are far removed for direct customer contact, every part of a business influences overall customer satisfaction. This article offers a number of tips for engaging the broader organization and developing a "customer service" mentality. Read More...

Listen for What Customers Are Not Saying:

Customers by nature focus their communications on a narrow list of issues around your product or services.

It is important to develop the skills and processes to observe customers and to attempt to better understand their true challenges and needs. Those challenges and needs may be very different than what they are describing to you. Read More...

--updated by Art Petty