Are we truly aware of the risks associated with customer dissatisfaction? A dissatisfied customer is likely to turn to other brands and, worse, share their negative feelings online, leading to further dissatisfaction and damaging the company's overall reputation.
This negative perception is often linked to poor digital performance, which directly impacts the user experience.
Given the considerable weight of external opinions in the purchasing process, it's clear that creating customer dissatisfaction is simply not a viable option. How can we avoid this worst-case scenario?
The answer is obvious: by offering an impeccable customer experience throughout the entire purchasing journey, encompassing the pre-sales phases, the act of purchasing, the use of the product/service, and customer relationship management. This means understanding and optimizing every stage of the customer journey, from discovery to after-sales.
What is customer experience? It refers to all interactions between a customer and a brand, a company, and its products or services. How can it be optimized? How can customer satisfaction be measured?
If your goal is to provide an enhanced customer experience, build customer loyalty, and increase revenue, it is imperative to implement relevant and foolproof techniques. The ultimate goal is to provide a seamless, consistent, and frictionless digital experience for the user.
Here are some best practices that will help you achieve this goal.
1- Importance of measuring customer satisfaction
In the age of instant communication, where every individual has the ability to make their voice heard online, total management of communication by a company becomes a complex challenge. This is why measuring and managing customer satisfaction has become crucial.
Why is it essential to give particular importance to this data? Because anticipating customer needs and involving them in the reflection process allows for long-term savings. This approach also helps to strengthen the company's brand image and create a positive dynamic among employees.
In order to meet economic challenges
According to studies, consumer dissatisfaction costs companies worldwide 6 billion euros annually, quickly highlighting potential losses.
Indeed, the main risk associated with dissatisfaction lies in customer attrition. A study by the consulting firm Livework reveals that 91% of dissatisfied customers will never return to a brand, which must be avoided at all costs.
This is where measurement tools come into play.
To maximize profits
Managing complaints and dissatisfaction, as well as prospecting for new customers, are costly and time-consuming operations that quickly reach their limits.
When measuring customer satisfaction through online questionnaires, many errors can be anticipated. Online surveys remain the best way to understand your audience's needs. This data can then be usedto improve customer satisfaction in a concrete and measurable way.
Building customer loyalty remains one of the best ways to boost turnover. Although customer retention is complex, it offers prospects for success.
Preserving brand image
Nowadays, mistrust of companies and brands is constantly increasing. Consumers fear being manipulated and that their voices will not be heard.
To counter this negative trend, many large corporations have adopted a "customer-centric" strategy, placing the consumer at the heart of their approach.
Satisfying customer desires comes at a cost, but it's worth it. Measurement tools make it possible to anticipate and correct shortcomings, having a positive impact on brand image. When a consumer feels listened to, they are satisfied, creating positive word-of-mouth that strengthens the brand image.
Using measurement reports to mobilize teams
By taking into account feedback and expectations from the public, you also have the opportunity to create group dynamics among your employees. Customer-focused companies often succeed thanks to this approach. Motivating teams and sharing concrete feedback are essential.
Measuring customer satisfaction allows your teams to assess the impact of their actions and visualize the success or failure of the solutions deployed. It is therefore crucial not to conduct studies sporadically, but rather to adopt a constant survey approach.
By distributing the same questionnaire every month, the company can quickly identify what is and isn't working for its customers, enabling it to make quick decisions to address any issues.
Thanks to tools such as Drag'n Survey, results can be broken down by day, week, month, or year, making it easy to track changes in satisfaction over time.
Measuring buyer satisfaction is crucial to ensuring the longevity of your business. Adopting a customer-centric strategy is now essential for long-term growth. Beyond the benefits for brand image, the stakes are primarily economic.
Understanding customer expectations and feedback allows you to offer more tailored services, thereby reducing the time spent managing dissatisfaction and acquiring new customers.
2- Key indicators and measurement methods
A wide range of statistics and key performance indicators (KPIs) are currently available to assess customer satisfaction, regardless of the sector of activity. Three indicators stand out in particular for their universality and are frequently integrated into dashboards.
NPS (Net Promoter Score)
The NPS, or "Net Promoter Score", is an indicator evaluating customer satisfaction and loyalty in the form of a recommendation score. Customers assign a rating on a scale of 1 to 10 to the likelihood that they will recommend the brand's services and products to at least one other person.
Evaluating customer satisfaction and loyalty is crucial for a company via the NPS. Consumers assigning a 9 or 10 can be considered as potential brand "ambassadors" or "promoters". These enthusiastic and loyal customers will not hesitate to promote the brand free of charge to their acquaintances and family circle, thus generating a very interesting word-of-mouth effect.
On the other hand, consumers assigning a rating between 0 and 6 will be considered "detractors", likely to spread bad publicity to the brand.
– How to calculate the NPS?
The NPS customer satisfaction index is obtained by calculating the percentage of promoters, then subtracting that of detractors. For example, if the brand has 30% promoters and 20% detractors, its score will be 10%. A good NPS is greater than or equal to 50%.
– What are its strengths?
One of the main advantages of the NPS is its ability to predict customer loyalty and, consequently, the potential growth of the company. Today, customer satisfaction is a constant concern for brands. Measuring this satisfaction makes it possible to react quickly and make the necessary corrections to improve the quality of the customer experience.
CSAT (Customer Satisfaction Score)
The CSAT, or "Customer Satisfaction Score", remains the oldest and most fundamental indicator among these. It boils down to the "customer satisfaction rate", representing the proportion of satisfied customers.
Customer Satisfaction (CSAT) consists of a standard question ("Are you satisfied with your purchase?"), to which the customer can answer from a limited choice. Most often, four levels of satisfaction are offered, or even more for more in-depth studies:
- Very satisfied;
- Fairly satisfied;
- Slightly satisfied;
- Not at all satisfied.
The customer satisfaction rate then corresponds to the percentage of customers declaring themselves "very" or "fairly" satisfied.
– How to calculate CSAT?
CSAT is calculated as follows: number of positive responses / total number of responses x100. For example, out of 100 respondents to your customer satisfaction questionnaire, if 300 answered "Very satisfied" and 500 "Satisfied", your CSAT is equal to 80%.
– What are its strengths?
CSAT questionnaires appeal to many companies because of their simplicity and modularity, for a variety of reasons: measuring the reception of a new product, assessing the impact of an advertising campaign, gaining a better understanding of a brand's level of popularity, etc.
CES (Customer Effort Score)
The CES, also known as the "Customer Effort Score," is a more recent indicator designed to evaluate the effort expended by the customer to achieve satisfaction. This measure, evaluated by the customer themselves, encompasses actions such as purchasing a product, submitting a complaint to customer service, or obtaining a refund for an unsatisfactory purchase.
Most questionnaires used to calculate the CES ask customers to rate their level of effort on a scale of 1 to 5, or even 1 to 10, where 1 represents the lowest level of effort and, therefore, the most favorable response. The CES is based on the idea that customer satisfaction depends not only on the suitability of the product or service but also on the fluidity, transparency, and accessibility of the offer. These values have become crucial in the era of digital mobility and dematerialization.
– How to calculate the Customer Effort Score?
The Customer Effort Score is measured by asking brand consumers whether they agree with different statements, such as: "Did company X make it easy to solve my problem?"
Respondents can choose from seven responses, ranging from "strongly disagree" (score of 1) to "strongly agree" (score of 7). The CES is determined by averaging all the responses collected, i.e. by taking all the responses and dividing by the total number of respondents:
Total responses ÷ Number of respondents = Customer Effort Score
For example, if Company A receives 45 responses to its survey and the cumulative score is 270, its CES score will be : 27045=645270=6, indicating a very good Customer Effort Score. In general, an average Customer Effort Score above 5 is considered very positive.
– What are its strengths?
One of the main advantages of the Customer Effort Score is that it allows you to quickly identify aspects of the customer relationship that require improvement in order to streamline the customer experience and interactions with the brand.
However, the Customer Effort Score does not provide detailed information on the type of relationship a consumer has with a brand. Furthermore, CES does not measure the extent to which a customer or prospect is influenced by factors such as design, product or price.rency, product or price.
3- Collection and analysis of satisfaction data
Collecting customer feedback is a key strategic opportunity for your business, but it is imperative to implement a strategy tailored to achieve your goals. Here are some best practices that can maximize your effectiveness.
Adapt the collection channel to your clientele
- SMS: A simple and quick way to gather opinions, particularly effective if your audience frequently uses mobile devices.
- NFC (Near Field Communication) chip: Offers instant wireless transmission of information, ideal at the point of sale to redirect to an online questionnaire.
- QR Code: A flexible and economical option that can be used on various media such as flyers, menus, or till receipts.
- E-mail: A classic but relevant channel for targeting customers who are less comfortable with technology, also offering the possibility of conducting more detailed surveys.
Customer feedback management can take various forms, and the choice of channels depends on the specific characteristics of your company.
Collect customer feedback at the right moment in the customer journey
- Hot collection: Ideal immediately after the customer's interaction with your product or service. This maximizes the chances of obtaining an accurate and authentic response, as the experience is still fresh. Hot collection can follow a customer service call, a purchase, or the receipt of a package. This collection is even more effective when aligned with a specific user scenario (purchase, support contact, delivery, service use).
- Cold collection: Appropriate when the customer has had an experience with your company for some time. This allows for more nuanced and lasting feedback, as the customer has had time to reflect on their experience. The customer feedback form can be sent several days or weeks after the interaction to collect high-quality feedback, less influenced by emotions.
In short, the choice of collection channel and time depends on your specific objectives and the characteristics of your customer base.
4- Using the results to improve the customer experience
Implementing a successful customer returns policy requires a much broader approach than simply collecting feedback. It's essential to integrate customer feedback into your entire business strategy. Here are a few tips on how to maximize the benefits of customer testimonials.
a- Respond to reviews to demonstrate your customer focus
Collecting customer reviews isn't just about increasing visibility or sales. Once customer feedback starts pouring in, it becomes imperative to respond conscientiously to these reviews.
Whether these reviews are visible on your Google Business Profile page or via a Google Reviews widget, they represent your company's showcase. Respond promptly to all comments, whether positive or negative. When responding to negative feedback, adopt a respectful tone, acknowledge errors, offer concrete solutions, and personalize your responses. Positive feedback also deserves an appropriate response.
Express your gratitude to customers for their constructive feedback to show that you are constantly listening to your clientele. Every customer feedback on your products or services represents a tangible opportunity to improve your commercial offer.
b- Analyze your e-reputation and carefully monitor what is being said about your company
Don't remain passive in the face of your online reputation; instead, become a full-fledged player. Analyze your e-reputation by measuring the impact of your actions on the customer experience using key KPIs such as :
- NPS (Net Promoter Score): Understand the impact of word-of-mouth on your company's reputation.
- CSAT (Customer Satisfaction Score): Evaluate a specific point in the customer journey or an element of your products or services.
- CES (Customer Effort Score): Evaluate the degree of effort expended by the customer to achieve a goal.
Also use semantic analysis to understand your audience's emotions when they discuss your company on social networks or share customer reviews. This can identify trends, themes or recurring issues, providing an opportunity to refine your services and improve your products.
c- A visibility solution supports you in collecting and disseminating customer feedback
Implementing a comprehensive and effective customer returns policy requires specific skills. Take a solution that's relevant, intuitive and all-in-one, with a host of time-saving features:
- Creating engaging questionnaires: Design customized, short and punchy questionnaires, tailored to your needs and target audience.
- Multi-channel collection of customer reviews: Collection of user testimonials across all channels via QR Code, NFC chips, e-mail or SMS.Comprehensive analysis of customer feedback: Semantic analysis, KPI tracking, identification of areas for improvement and trend monitoring via an ergonomic dashboard.
- Distribution via key channels: Publication of customer reviews on your website and on platforms such as TripAdvisor, Yellow Pages or Google Business Profile.
- Optimal management of your e-reputation: advice on how to respond effectively to customer reviews, or delegation of this task to experts, ensuring that all customer feedback, positive or negative, receives a full and qualitative response.
From the collection and distribution of customer feedback to its centralization and analysis, opt for a unified solution. This will enable you to better understand user expectations, improve the quality of your products and services, and lay the foundations for solid, sustainable growth for your company.
5- The 2Be-FFICIENT solution for measuring customer satisfaction
As a French company specializing in monitoring the digital experience of websites and applications, 2Be-FFICIENT through two interconnected areas of activity: surveillance and monitoring, as well as personalized support for our clients in optimizing their digital performance. Our team of dedicated experts provides customer support that is perfectly tailored to each need.
