How to measure customer satisfaction? What are the dimensions of customer satisfaction?


The roots of corporate and institutional performance are forged on the foundation of strong customer satisfaction. It is always difficult and expensive to find new customers. Why focus on the strategy of conquest by prospecting at all costs for new customers, if you give up your balance of existing customers? Learn how to measure customer satisfaction and how to handle it.

Definition of customer satisfaction

Measuring customer satisfaction It means determining the extent of customer satisfaction after purchasing your product or service. It is the result of the correspondence between the customer’s expectations and the product or service that he purchases. In other words, the customer feels satisfied if the product or service is in perfect harmony with his expectations, with what he wants.

Why put customer satisfaction at the center of your interests?

Customer satisfaction is the first task of all companies! This is for three main reasons.

Why put customer satisfaction at the center of your interests?
The importance of customer satisfaction

loyal customers

A satisfied customer is a returning customer, while an unsatisfied customer is more likely to leave the brand. Without a client, there is no business. It is therefore essential for any organization to know how to maintain its client portfolio. And to retain customers, you have to please them. The company must meet its expectations and needs.

Recommendation is encouraged

A satisfied customer is more likely to promote the product and/or brand around him, by talking about it at home, in the office, on social networks, while a dissatisfied customer risks bringing bad publicity to the company.

Word of mouth and social networks have a huge impact on the sales! Satisfied customers are great brand ambassadors, while dissatisfied customers can seriously damage the reputation and image of a brand, product, and/or service. Better customer satisfaction means knowing satisfaction.

Improve customer lifetime value

It is easier (and cheaper) to retain existing customers than to acquire new ones. For these reasons, achieving satisfaction is a major challenge for all businesses.

How does it satisfy its customers?

What the customer judges to say whether they are satisfied or not is not only related to the product or service, but also to the relationship with the brand. It is the customer experience as a whole that generates at first glance positive or negative feelings and judgments. For example, we don’t necessarily buy the latest device iPhone For technical performance for one of its attributes, but for an overall experience that connects the positive feelings of owning the latest model. We buy it for the pleasure of being in it.

The world of the brand, the service provided, the characteristics of the product, the customer journey, the shopping experience and the services associated with it, all this is judged by the customer and taken into account in his satisfaction.

Organization and process to improve satisfaction

The department devoted to managing customer relations (CRM) is essential:

  • Measuring customer satisfaction – jA system for measuring the level of customer satisfaction should be deployed on a regular basis and monitored continuously. This customer metric will be a very important indicator. In general, the higher the customer satisfaction, the more successful and profitable the organization will be.
  • To respond to complaints – All customer complaints will affect this indicator. They cause dissatisfaction. This feedback should be analyzed and should lead to corrective actions and implementation of improvements.
  • To increase customer satisfaction (breakdown responses, loyalty programs) It is a matter of creating and managing improvement projects.

The goal is to improve customer satisfaction so that he remains a customer, that is, to retain him, in order to maintain sales and thus turnover of the company. So achieving maximum satisfaction must be a major challenge for any company.

How to measure customer satisfaction?

There are various methods aimed at measuring customer satisfaction. It is based on listening to the customer. This is the principle that cannot be crossed in any satisfaction survey. Satisfaction rates can be determined by consulting customers either verbally (in-store, over the phone, etc.) or in writing by offering them to complete Customer satisfaction survey and customer relationship questionnaire.

Gathering this valuable information will provide capital elements about its customers’ expectations and needs, satisfaction and dissatisfaction, and behavior in terms of redemption and promotion.

What should be measured?

1- General satisfaction

Measurement of general customer satisfaction focuses on its overall perceived level. The emotional dimension is raised and we seek to measure the degree of customer satisfaction in relation to the overall shopping experience.

“Overall, are you satisfied with your experience with us?”

A rating of 0-10 will give an indication of satisfaction and an open-ended question will enable more accurate qualitative items to be obtained.

“What/what did you like most/least about your shopping experience?”

2 – Net promotion points

However, a satisfied customer is not a guarantee that he will recommend the product to his relatives. We can then ask him the question: “Would you recommend our product/service to your relatives or colleagues?” Thus obtaining, by summarizing the various responses, a performance indicator Very interesting regarding customer satisfaction. This is the Net Promoter Score, a satisfaction index that measures on a scale from 0 to 10 the emotional commitment (detractors, neutrals, promoters) and loyalty of your customers.

A high Net Promoter Score often goes hand in hand with profitable and sustainable growth.

3 – Customer experience

The cognitive dimension focuses on the components of the customer experience. Customer service quality, delivery time, product features, after-sales service, every service and every detail will be subject to question and evaluation. The perceived value of the product/service and its perceived qualities are measured.

This information is extremely valuable, as it paints a complete picture of satisfaction standards and customer requirements and identifies concrete ways to improve. Another concern: measuring expectations and their hierarchy.

4 – Intent to buy back

The behavioral dimension will measure repurchase intent. Obviously, will the customer buy back the product/service/brand? Is the purchase occasional or regular?

“Do you intend to make a future purchase in our store or on our website?” “When will the deadline be?”

You should also refer to certain performance indicators (KPIs) that reflect satisfaction and loyalty, such as the number of visits to your website/blog, the number of connections to your customer account per unique customer, loyalty card usage, account or service churn rate, etc. All indicators of satisfaction will help to listen to the customer and check for satisfaction. Thus they will make up for satisfaction.

The four dimensions of satisfaction

Properly controlling customer satisfaction is more complicated than it seems. In addition to digital indicators, 4 Human Prisms should integrate your analytics if you want to deeply improve the quality of your trading proposition. Because, remember, customer satisfaction is above all a subjective and irrational feeling. This is why you need to be interested in the emotional aspects behind the feeling your company generates in each customer.

emotional dimension

This dimension is of utmost importance. In fact, the emotional bond with trade mark It is he who turns simple customers into true brand ambassadors.

So yes, net selling point helps you identify customers who particularly like your brand and this indicator allows you to improve problematic points in your customer journey. But it is also necessary to develop the rate of customers who have an emotional relationship with the brand.

Some companies are known for creating a strong and lasting relationship with their users. Among them is Apple. Besides the technical characteristics of its products, it has made a mark apple Its users are really addicted to their iPhone or iPad thanks to the emotional attachment to the devices and the feeling of amazement as soon as they appear.

No longer addicted Camel They say my computer but a device Mac My, they no longer say device Walkman my but device iPod My take on the lifestyle has become the brand’s mantra “Think different.”

behavioral dimension

If a customer is satisfied, it does not mean that they will necessarily reorder. In fact, some satisfied customers do not renew the experience. On the contrary, some dissatisfied people continue to buy the same brand.

Consumer behavior can be explained by various factors. Companions can influence or even pressure by sharing inclinations or opinions after a happy or unpleasant experience, for example. Quarantined orders can be opportunistic because they are triggered by special offers such as promotions. It is therefore necessary to understand and know how to influence the purchase intent. The idea is to find out if a customer plans to buy on a regular or occasional basis and find a solution to build loyalty. how ? By asking the right questions.

In a questionnaire sent to your target audience this may appear as a question like “Do you intend to make a future purchase in our store? “. Thanks to the latter, you will be able to find out the percentage of your regular customers or on schedule.

Another example , Do you intend to make a purchase after visiting our site? “ It will help you understand if consumers are more inclined to do their research online but buy in stores, and therefore know if you should develop a drive-to-store strategy.

Cognitive dimension

The cognitive dimension of consumer desires analyzes the suitability between product attributes and customer expectations. Since it studies rational judgment, the cognitive dimension is very interesting for assessing the quality of your products, but it alone will not allow you to create a complete customer satisfaction strategy.

In fact, the study of the cognitive dimension does not take into account the feelings that the consumer might have. However, the emotional aspect is a deciding factor in the purchase.

psychological dimension

There is no major indicator that can detect or Analyze the emotional side for the purchase process. For this reason, the Measure customer satisfaction It’s very complicated.

If the purchase or use of the product generates positive feelings in the customer, then surely his satisfaction will increase. Thus, your customer should feel positive emotions, tell himself that he made the right decision or even that he is respected by the company he is a customer of, and would like to come back to you next time he will have a similar need.

To ensure that you deliver the most pleasant feelings to your audience when they buy, use your products, or otherwise relate to your brand, you must control your customer experience. Throughout the customer journey, you must develop experiences that convey good feelings. Only then will you retain your customers and thus increase your sales.

By looking at the various aspects that lead to customer satisfaction, it is possible to discover a proven fact for today’s consumption: Gone are the days when brands sold only products or services and could only boast of offering better than the competition. It’s time to deliver unique experiences in hopes of increasing numbers and delighting customers. How do I do ? By listening to what the customer says to you on social networks, through satisfaction surveys or even opinion platforms!

Risks of dissatisfied customers

Unsatisfied customers can cost you dearly in both reputation and turnover. On the other hand, they will have an impact on your attrition rate (aka rip rate) by sharing their dissatisfaction and encouraging their audience to prefer your competitors. But in the world of e-commerce, it will have an even more devastating impact by returning its products. Then, you will see the costs of returns and accumulated losses causing a detrimental snowball effect on the business of the company.

Unlike brand ambassadors, dissatisfied customers will share their bad experiences by talking to their relatives and posting negative opinions online. Thus, the people who will read these opinions will doubt your seriousness as well as your ability to make an adequate offer to them. So they risk postponing or even simply canceling the purchase. There are solutions to respond to these bad comments and take back control of your online reputation.

levers to improve customer satisfaction

Measurement items placed and materials collected will act as leverage to enhance customer satisfaction. It indicates the actions that will be implemented to improve the experience of your customers and encourage them to repeat the purchase.

Your product/service should generate positive emotions. A customer-centric approach should be preferred, and it is the customer experience that must be at the center of the value chain and it is this experience that determines your performance. Both axes of differentiation are worth exploring.

Focus on products/services, which must meet the expectations and desires of users, or even positively anticipate their expectations and desires. This first axis involves knowing the customer well, thus maintaining a close relationship with him and listening to him with interest. This is the key to developing a product or service that can best meet customer expectations in terms of price and quality.

Special attention to customer relationships, which must be of an irreproachable quality, and positively differentiated from what your competitors offer. Working on customer relations means personalizing your relationship with customers. Among them is the creation of special services. (“Free Delivery”, “Satisfied or Refunded”, “We’ll refund the difference if you find it cheaper elsewhere”, etc.).

The customer should feel considered and not be a number among others. Developing a loyalty strategy for its customers has become essential. Implementing various loyalty programs is a key element in customer retention and satisfaction.

Don’t forget that customer satisfaction requires committed employees. there Links between employee satisfaction and customer satisfaction. Therefore, a good employee helps to measure customer satisfaction well, and then improve customer satisfaction, to achieve internal and external satisfaction. Employees are your customers anyway.

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