Measure, evaluate and increase customer satisfaction

If a customer is satisfied, they will buy from you again and probably even recommend your company to others. If your product does not solve the customer's problem as expected, you have lost a customer and, in the worst case, you will receive bad reviews. The lack of customer satisfaction could then in turn scare off other potential new customers and lead to lost sales.

To avoid this, measuring customer satisfaction is an important task for every company. You can measure customer satisfaction both before you enter the market or after the product is already on the market. You should make measuring customer satisfaction a regular item on your agenda. After all, the world we live in is constantly changing and so are the needs of your customers. Your goal should be to constantly increase the so-called user experience. To do this, the voice of the customer must be heard. But how?

How do I measure customer satisfaction?

To be able to increase customer satisfaction, you need to know about current customer satisfaction and especially about negative feedback. So you need to get in touch with the customer and collect quantitative data. There are numerous methods for this, for example personalized and anonymous questionnaires, in-depth interviews, group interviews, the net promoter score and many more.

No matter which method you choose, you always need a tool to collect, measure and subsequently evaluate customer feedback. This process should be as uncomplicated and easy to repeat at any time. At the same time, the evaluation must remain clear even with large amounts of data. The process of this evaluation is often called User Experience Research or UX Research.

With SeaTable, we give you the perfect tool. SeaTable helps you collect, evaluate and prioritize customer feedback with easy-to-share web forms and statistics functions. We've even prepared a template to give you some initial inspiration, which you can use to complete the following three steps. Just take a look.

Step 1: Measure customer satisfaction data

We have already learned that there are a few methods to measure customer satisfaction. In the following, we would like to pick out the two most proven methods and take a closer look at them:

NPS (Net-Promoter-Score)

"How likely is it that you would recommend our product to a friend?" We all know this phrase and have probably answered it a time or two. This is the Net-Promoter-Score (=NPS). With this one wants to determine the probability of a buyer, a customer or a prospective customer to recommend the purchased or preferred product to a friend or acquaintance. A scale from 0 (very unlikely) to 10 (very likely) is available as an answer.

Net Promoter Score (=NPS)

In addition, the respondent is also asked why the respective value was selected. The good thing about this is that the question is not just aimed at a feeling ("What did you think of our product?"), but at a behavioural intention. For many, this question is much easier to answer. The NPS is also so popular because the answer is usually more accurate and honest than a pure feeling question. After all, by recommending a bad product to a friend, you would be putting your own reputation on the line, and who wants that? In addition, the question of "why" allows the questioner to better understand why the respective customer feedback was positive or negative.

An NPS questionnaire with SeaTable

An NPS questionnaire with SeaTable. Just try out our NPS template.

The subsequent calculation of the Net-Promoter-Scores is simple. First, you divide the responding customers into two categories. The Promotersometimes called fans and the Detractors, oder häufig auch als Kritiker bezeichnet. Dabei sind Promoter diejenigen, die mit 10 und 9 geantwortet haben und die Kritiker jene, die 0-6 als Antwort angegeben haben. Personen mit einer 7 oder 8 werden als Passives oder Passive bezeichnet.

Now take the percentage of promoters and subtract the percentage of detractors. The result is the NPS of your performance as a value between -100 and 100. A positive NPS value shows that you have more satisfied customers than dissatisfied customers. Of course, what is a good NPS score for your business depends on your industry, but usually an NPS score of 30 or better is considered very good.

Advantages and disadvantages of the Net Promoter Score

  • NPS surveys are user-friendly and intuitive
  • The NPS value is a clear metric
  • NPS aims at customer satisfaction
  • Good comparability with other companies in the same sector
  • NPS provides few reasons for dissatisfaction
  • NPS is only robust if the sample is large enough

Online interviews

Everyone knows the classic online survey for sure. They allow you deep insights into the opinion of their customers. Here, mostly closed questions are asked, the answers are given on a scale of e.g. 1-6. The NPS scale of 0-10 can also be easily integrated as a single question in an online survey. This way you could try to get additional information besides the NPS value.

For inspiration, here are some sample questions: 

  1. Overall, how satisfied or dissatisfied are you with our company?
  2. How well do our products meet your needs?
  3. How would you rate the quality of our products?
  4. How would you rate the price-performance ratio of our products?
  5. How well have we responded to your questions or concerns about our products so far?
  6. How long have you been a customer of our company?

There really are no limits to your imagination here. However, be aware that with each additional question, typically the bounce rate of the respondents increases.

Advantages and disadvantages of the online survey

  • Surveys are created quickly
  • Surveys are associated with low costs
  • The data is quickly available
  • The answers are mostly honest, since you voluntarily participate in the survey
  • High dropout rates are common.
  • People take part in the survey more than once and distort the result
  • There are cultural differences in valuation. This becomes important when you operate internationally. An article in the psychological science has shown that people from individualistic countries more often choose the extreme poles of a scale than those from collectivistic countries.

Whichever method you choose, make sure you use a tool that allows you to store and manage all your quality feedback. For example, SeaTable can help you collect the customer feedback you want. Simply create your desired survey using our web form. In this article we will explain the whole process of creating such a form and the subsequent analysis in more detail. If you want to get started right away, take a look there.

Customer feedback creation web form

Creating a form in SeaTable is child's play

In addition, you should think about how you can automate the feedback collection process or make it as easy as possible from the very beginning. Only when you get a constant stream of regular new customer feedback can you tackle the next two steps and work on improving your product.

Step 2: Evaluate the collected data

Now that you've gotten the feedback you want from your customers, you need to filter out the information that's relevant to you. Use tags or categories to group the additional comments from your NPS questionnaire in a meaningful way. So once you've collected the feedback and clustered it appropriately, you can start gaining insights from the customer feedback.

Let's assume you want to make improvements to your product and want to identify the current weak points and find out why your customers do not recommend your product to others.

Once you have collected the first responses from your NPS survey, you should create a new view to filter and group the survey results. Look for exactly those responses with a low NPS value and from your categories that are relevant to you. You can create a separate view for each analysis you want, so you can access it in seconds at any time.

Filter options of SeaTable

Display only the entries you want to see. A breeze thanks to SeaTable's filters and views.

Besides the possibility to display the answers of the customer satisfaction survey in the table view, you can also use the statistics function of SeaTable to visualize the answers. This makes it easy to quickly get an overview of the latest numbers.

Statistical analysis of the NPS survey in SeaTable

Statistical analysis of the NPS survey in SeaTable

This way, SeaTable lets you look at exactly the customer feedback you want to focus on. Do you want to focus more on the low NPS scores or on a specific category? Since all information is collected and structured in SeaTable, it's easy to look at exactly the criticisms of your customers that you want to improve in the future. You decide which information is relevant for you and what you want to do with it in step 3.

Step 3: increase customer satisfaction

Every customer has different criticisms of your product or service. Nevertheless, resist the temptation to try to solve every single point of criticism. That won't work and won't get you anywhere in the long run. You need to prioritize the customer feedback and work out the really important points.

If you want to prioritize, you should look at multiple dimensions. Just because a named item received the lowest NPS score doesn't necessarily mean it's the most important item with the highest priority. Divide your qualitative feedback into categories and then try to look at the following two dimensions:

  • How often was a category mentioned?
  • Which category has the worst NPS score?
  • To identify the most impactful items, you need to focus on the categories that are comparatively the most frequently mentioned and had a trending poor NPS score.

    NPS Rating in SeaTable

    NPS Rating in SeaTable

    On this screenshot you can clearly see that the category Feature occurs frequently and tends to receive poor ratings. It is now necessary to derive appropriate actions from these customer feedbacks and to work on this criticism. SeaTable helps you with filters, groupings and sorting to determine the central problems from the large amount of data. You can then work on a solution to the customer problem. The result is an enhanced user experience!

    To increase customer satisfaction you have to understand your customers

    A company that takes the wishes of its customers seriously can only be successful in the long term. For this, however, it is essential that you understand what moves your customers. Use qualitative surveys and establish processes to ensure a constant stream of customer feedback. NPS and qualitative questionnaires can help you gather this information.

    Be careful that you can no longer identify the important topics because of all the information. Therefore, prioritize your information and derive options for action from it. Take time to deal with negative feedback.

    If you really want to improve the user experience of your customers permanently, then try SeaTable. SeaTable gives you the tools you need to increase your customers' satisfaction. Don't wait for tomorrow, establish your permanent customer satisfaction process today.