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Voice of the Customer

How to Effectively Measure Customer Satisfaction to Improve CX

Written By:

Stephanie Lanik;  Strategic Marketing Coordinator
Measuring customer satisfaction is an incredibly significant, but often overlooked aspect of a successful business model.
Nowadays, too many organizations focus solely on acquiring new customers and not enough on satisfying and retaining the ones they already have. This can be extremely detrimental to sustainable business growth—for both small and large businesses.

Evolving Competition & Customer Voice

Apart from the ever-increasing competition, customers themselves have evolved. More than ever before, they are becoming more vocal. Suggesting that businesses, whether they want to or not, have no choice but to deliver a great customer experience (CX). That’s why measuring customer satisfaction to gain accurate, actionable data is so important. It’s in fact, becoming a core part of every customer-centric organization. In other words, it’s the silver lining between a thriving business and one that’s just surviving.
But how do we effectively measure customer satisfaction so that retaining customers comes hand-in-hand with attracting new ones? Fortunately, there are some great methods and metrics out there designed for exactly this purpose.
Below we’ll discuss those methods and metrics in hopes of shedding some light on how to measure customer satisfaction. As well as how to use those insights to boost your organization’s journey towards improving and delivering great CX.

Here’s How Customer Satisfaction is Measured

Gauging customer satisfaction doesn’t have to be complicated. In fact, it’s fairly simple to incorporate these measurements into your current customer success strategy.

It all boils down to gathering customer feedback via surveys.

First Step

Before taking steps toward measuring customers’ viewpoints and opinions, it’s necessary to first determine what type of survey to conduct.

Types of customer satisfaction surveys:

  • In-app surveys
  • Online surveys
  • In-store surveys
  • Feedback forms
  • Offline surveys over the phone.

Over the Phone Surveys

Our highly trained and knowledgeable survey experts engage in more personalized phone conversations.  They uncover valuable insights not apparent through static endeavors. Such as email and direct-mail surveys or other web-based surveys.

However, they aren’t just automated voices that ask questions. We are REAL people—Real people who CARE! Furthermore, your customers will feel valued and appreciated.

By implementing our Voice of the Customer (VoC) program, you’ll receive real-time data. Data specifically needed to help your team produce loyal and satisfied customers.

Second Step

Next, is to determine the type of metrics you want to use to measure customer satisfaction. Typically, these metrics are used for performance measurements.

Most commonly used metrics for monitoring and analyzing customer satisfaction:

  • Customer Satisfaction Score (CSAT)
  • Net Promoter Score (NPS)
  • Customer Effort Score (CES)
Now let’s dive in a little deeper. Here are the most used metrics when it comes to measuring customer satisfaction.

3 Most Used Metrics When Measuring Customer Satisfaction

1. Customer Satisfaction Score (CSAT)

This is the most standard metric. It rates your customers’ satisfaction with your business, product, or service on a linear scale (1-3, 1-5, or 1-10). However, there’s no universal agreement on which one is best to use. This scale, in particular, is used to assess and evaluate your customers’ satisfaction with specific experiences.

For example, you could ask customers to rate their satisfaction with the quality of the customer support you provide to them. Typically, on that five-point scale.

(1=very unsatisfied, 2=unsatisfied, 3=neutral, 4=satisfied, 5=very satisfied).

CSAT targets a “here and now” reaction.

Meaning it’s an effective way to measure short-term satisfaction at a granular level. At the same time, when it comes to measuring the lifetime value of a customer, it’s limited.
Gain Valuable Insights into Your customers with personalized data capture

2. Net Promoter Score (NPS)

The Net Promoter Score (NPS), like CSAT, measures the overall CX. However, unlike CSAT that aims at emotion, NPS is less influenced by the customer’s moods.

For instance, NPS specifically targets the likeliness of customer referrals. It’s in fact, one of the most popular ways of measuring customer loyalty. As well as a dependable way of measuring customer satisfaction.

It's this metric that helps you find:

  • How satisfied consumers are with your products/services;
  • How loyal they are to your brand;
  • How likely customers are to recommend your company to others.
These kinds of questions can offer you more insight into how consumers view your brand. At the same time, you can use this metric to predict customer churn rates. Also, helping to find which clients require an extra boost to become more loyal.

In addition, it’s closely associated with increased business growth. According to the Net Promoter System, companies with the highest NPS in their industry tend to grow 2X faster than their competitors.

3. Customer Effort Score (CES)

CES takes a slightly different approach than the previous two. With this method, customers aren’t asked for their satisfaction or likeliness of referring. Rather, they’re asked for the amount of effort put into a specific interaction with your business.

CES surveys typically ask the question:

“On a scale of ‘very easy’ to ‘very difficult’, how easy was it to interact with [company name]?”
The idea behind these questions is to uncover high-effort pain points. Specifically in your customers’ interactions with your brand. As well as how to take the necessary actions to streamline processes.

Decrease in Frustration = Increase in Loyalty.

It’s crucial to make their experience as low-effort as possible. According to Gartner’s research, 96% of customers with a high-effort service interaction become more disloyal compared to just 9% who have a low-effort experience. For this reason, the easier your customers find finishing a task, the better.
Overall, I’m sure we can all agree that measuring customer satisfaction plays a crucial role in creating long-term relationships. But most importantly, it’s the key to having more people choose you over the competition.

To Sum It Up: Keep Your Customers Front and Center

All in all, successful businesses know that their customers are the heart of their success—And so do we! Which is why Techtonic Sales will work with you—and your business—to develop a unique process that keeps your customers at the center of your organization.

All things considered, investing the time into implementing our VoC program is a win-win. Not only will you make a significant impact on your marketing ROI, but you’ll also set a solid foundation for a thriving business.


Want to Learn More About Our Proven Process?

Find out how and why unlocking real-time customer insights can help your company consistently deliver a better CX.

Give us a call at (888) 326-6118 or shoot us an email at

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