Measurement scales for customer satisfaction.

 

 Measurement scales for customer satisfaction.

 Use Customer Surveys

To get accurate feedback and actionable items for customer satisfaction, survey your customers soon after the utilization of the service. There are different ways by which an organization can conduct customer surveys:

•         In-app surveys

•         Online surveys

•         In-store surveys

•         Feedback forms

•         Offline surveys over the phone or SMS.

By integrating a contact canter technology with a feedback tool, organizations can record surveys that ask customers to rate their services. Remember that our customers are very busy, and most of them hesitate to fill in surveys as it takes their precious time. To counter this, our surveys should be crisp and specific.

•        Measure Customer Satisfaction Score

The Customer satisfaction score measures the short-term happiness of our customers. The scale typically ranges from highly unsatisfied to highly satisfied:

•         Highly unsatisfied

•         Unsatisfied

•         Neutral

•         Satisfied

•         Highly satisfied

The above scale asks the customers to rate the service received from 1–5, where 1 represents customers who are highly unsatisfied and 5 represents customers who are highly satisfied. Some businesses increase the scale to 7 or even 10 to record more accurate results from their customers. Once the score is collected from the desired number of customers, the average number received is the CSAT score we can relate to. A higher CSAT score means higher customer satisfaction. But it has a limitation, as it only measures the recent transaction with the business. To measure the wider relationship let's drill down further.

•         Measure Net Promoter Score

Imagine a situation where our customers are satisfied with our offerings but are not ready to recommend our business to friends. Such a situation arises when they are not sure of our longevity to keep them happy. To measure results and track customer loyalty, Net Promoter Score (NPS) was introduced. NPS measures the probability of a customer referring our business to someone. Thus it does not measure the short-term happiness as the customer is bound to think about the service provided to them over a time period and refer to a friend only in case of consistency. Thus, a simple question under NPS would look like:

Will you recommend us to your friends?

•         0–6 (Not a chance) - detractors

•         7–8 (Maybe)

•         9–10 (Very Likely) – promoters

To calculate NPS, just subtract the percentage of detractors from the percentage of promoters.
A high percentage means that our customers have developed a sense of loyalty towards our brand and are ready to take we places, but a low percentage would mean that our customers believe we lack consistency to keep them happy.

•         Track Customer Effort Score

The Customer Effort Score (CES) tells a different side of the story, where a customer is questioned about the amount of effort they have to invest in order to interact with the company and get their issues resolved. CES has two versions where certain businesses ask “the personal effort put in by the customers” and others asking” if the organization has made it easy for the customers to interact with the business.” While the first question can again take the rating level ranging from 1 (very low effort) to 5 (very high effort), obviously 1 being the preferred rating. The second question just asks the customers if they agree or disagree with the statement. This makes it easy for the businesses to understand how well their customer service department is performing and where they stand in the race of customer satisfaction.

 

•         Check Your Social Media Pages

Customers in recent years have found a new avenue to complain about services or products. Rather than complaining through customer service departments, they mention their issues on social media and discuss with the influencers so that the world is aware of the pros and cons of using a particular offering. With the potential of social media to reach millions of people within seconds, businesses should regularly monitor their brand over social media. Facebook and Twitter are the two most relevant platforms that a business should track. But for certain service related organizations, it is equally important to track forums and websites such as Quora, Yelp, Reddit, etc. There are so many tools available in the market that can help we track how our brand is performing on social media. The simplest result would look like:

•         Positive Sentiments - 40%

•         Negative Sentiments - 15%

•         Neutral Sentiments - 45%

Such results explain where we are going wrong in terms of customer satisfaction. The higher the positive/negative sentiment ratios, the higher are the chances of incredible customer satisfaction.

•                     Questions we might ask to visitors in a restaurant for dining to derive the level of satisfaction

Was the staff friendly?
To make baseline question we can ask our guests to know if we  provide the superior services with a friendly environment to our guests.

How Satisfied are you with the variety of our food menu?
This may sound basic, but many times our guest can mention a name of a segment of cuisine that our competition is offering, which they like and they have missed it at our place. Whatever you find out, knowing just what the guest wants helps a great deal with things like marketing, menu planning and promotions. This can help we in managing our menu in include or exclude the dishes as per our guests’ feedbacks and what satisfies them the most.

Where do you like to eat and you are not dining with us?
Asking guests where they go out to eat when they are not in our establishments is the best way to really know our competition. This is where we will see a great deal of misperception regarding which restaurant owners we consider our competition and which restaurants our guests really visit. Remember our competition will not be the one who offers services like yours but the one who our guests compare our restaurants in regards of proximity, prices, and/or styles of services etc.

What is the one thing you liked most about us?
Combined with the information we have garnered from the question 3, this information can help we gain the meaningful direction in what to change and what not to change. Everyone has a reason to dine out, the occasion can be as different as “I need a break” or “Date night”. But it is crucial that we understand the predominant reasons and tailor our services menu and prices.

Would you recommend us to your friends or relative?
Word of Mouth Marketing is the most valuable form of marketing- the one that guests trust above all others and the one that is most likely to drive footfalls to our restaurant. In the new digital era where everyone is connected- the way new services are marketed has changed the way business is done. Spreading a positive word of mouth can help we increase foot-falls tremendously.

What is your satisfaction with the taste of our food?
Nurturing good relations with our guests is a crucial part of growing a successful business. In this age of innovation and desire to get more at lowest prices, caring for our guests has never been more important. At any moment the unhappy guest can share their opinion with masses through social media. So, it’s important for we to know what they like/dislike about your food to avoid any humiliation on social media.

What would you Google to find a business like ours?
If we are tempted by the world of digital marketing, then this is the new lead generation question that we can ask your Guests. But, understanding what it implies for is very important. If we want to get good at being found online, around the world or around the town by our potential guests, we have to know everything we can about the actual terms and phrases our guests use when they go looking for restaurant like ours.

Please Rate Your Overall Dining Experience?

Last but not the least the most important question, which will conclude that how good our overall services were to our guests. The scale where they have to rate our services from 1 to 10. This will give we the clear picture of how good, not so good or bad your services were according to our guests. Which will help we in making our services and guest