Measuring customer satisfaction in 10 steps

Measuring customer satisfaction is becoming an increasingly important part within many companies. Fortunately, because measuring customer satisfaction brings many benefits. Just think, for instance, of the positive word-of-mouth advertising these customers spread. Satisfied customers spend more than dissatisfied customers and cost less because they complain less. In addition, providing a good customer experience is the way for your company to stand out from the competition.

Yet it is difficult to decide where to start with measuring customer satisfaction. That is why we provide 10 useful tips for quantitative customer satisfaction measurement:

1. Measuring customer satisfaction starts with clear objectives

By setting clear KPIs, you have insight into what you are working towards. In addition, you can easily evaluate afterwards whether you have achieved the objectives. Think of a KPI for the Net Promoter Score (more on this later), the response rate and/or the bounce rate.

2. Draw up a complete, but above all user-friendly questionnaire

You can use different methods for this. Examples are the Net Promoter Score (NPS), the Customer Satisfaction Index (CSI) and the Customer Effort Score (CES). Whereas the CSI and CES are useful scores to measure customer satisfaction in the short term, NPS focuses on the long term, namely loyalty. Don’t just ask for the numbers, ask for a motivation. To find out what customers are or are not satisfied with, it is valuable to ask out statements on a six-point scale (completely disagree to completely agree). Think about the quality of the products or the accessibility of the account manager. Finally, ask for a general tip. 

Tip: be sparing in asking open-ended questions. This will prevent respondents from quitting too early.

3. Involve the whole organization in customer satisfaction measurement

If you really want to achieve something with customer satisfaction measurement, creating support is very important. You want the results to really be used and for this it is necessary to involve everyone as soon as possible, so that they support the research. With an enthusiastic and proactive attitude, you will achieve more than you think.

4. Make sure you have a complete database that includes all your customers

Check the contact’s first and last name and email address. In addition, add extra customer characteristics, such as turnover data and customer numbers. This will allow you to do more extensive analyses afterwards.

5. Use a convenient tool to send the invitations, collect and analyse the results

Many agencies offer a professional tool to measure customer satisfaction. This collects the responses in one place and displays them clearly. With handy features, you can get straight to work with the results. At AlphaRainbow, we have developed our own tool. Are you curious? Then click here.

6. Perform statistical analysis to find out the drivers

A statistical analysis helps you make the right connections. It helps you determine which aspects have the most influence on customer satisfaction, which we call the main drivers. This ensures focus.

7. Get more out of your research results by using a dashboard

Set up a dashboard in which you clearly report the data obtained. You can also use it for cross-analyses to delve deeper into the data. By setting up the dashboard as simply as possible, it is possible to share and use it throughout the organization.

8. Engage with respondents

‘Close the loop’ by getting back to the customers who participated in the survey. Engage with them about their results and ask what you can help them with. This provides an extra personal contact moment that is sure to be appreciated.

9. Set concrete actions

Measuring customer satisfaction is only really effective if something is done with the results. Here, it is important to share the results widely within the organisation. This can be done, for instance, by giving presentations or drawing up and sharing an infographic. To convert the insights into concrete actions, you can use the iOGSM method (insights – objectives – goals – strategies – measures). This is a planning tool that makes it clear at a glance which objectives have been set and how, by whom and when they will be achieved.

10. Repeat measuring customer satisfaction at least once a year

To measure the impact of all activities, it is wise to conduct customer satisfaction surveys every year. 

Could you use help conducting a customer satisfaction survey? Contact us without obligation:


Merel Eijkelkamp

Junior Project Manager