Customer Satisfaction Measurement is becoming more important for organisations in the today’s era when newer ideas and products are being launched every day. Today, through Social and digital media end users/ customers are connected to each other anytime, anywhere. And the Customer Satisfaction Measurement becomes more important when a click/review by customer can break or make organisations. It is not just imperative but a necessity for organisations today, to have an effective Customer Satisfaction measurement.
Importance of Customer Satisfaction Measurement
For a truly customer centric organisation, customer satisfaction measurement is a mean rather than an end as a part of a cycle of continuous improvement in service/product delivery. Customer satisfaction measurement is important as
· It allows an organisation to understand the issues, or key drivers, that cause satisfaction or dissatisfaction with a service/product experience.
· An Organisation can focus effectively to manage time and resources.
· Can identify areas of strength that could lead to opportunities to improve business.
· Can help an organisation to minimize administrative costs for customer retention efforts.
· Helps organisations in securing vast, more robust and accurate data.
· Most importantly, customer satisfaction measurement helps an organisation focus on its customers, and galvanizing service owners, customer-facing staff, policy, strategy and research staff, as well as senior management, around the aim of improving the customer experience.
Also, Customers with increased satisfaction can have a positive impact on consumer spending, cash flow, and business performance.
Methods used to measure Customer Satisfaction Measurement
1. Customer Satisfaction Index/Customer Satisfaction survey - Customer feedback data is collected through surveys/questionnaire. Customer insight through Customer Satisfaction Index/Customer Satisfaction survey can help to retain and deepen relationships with customers.
2. Customer feedback - Customer feedback (which might include complaints, suggestions and compliments) can be used to identify current areas for improvements as well as to inform areas to be included in customer satisfaction measurement.
3. Administrative data - Administrative data such as call volume data, website statistics, applications data can be a rich source of information with respect to information for organisations.
4. Mystery Shopping - Data through mystery shopping also can help organisations to monitor the services being provided to its customers. This can be a valuable source of information and can inform areas to be covered in customer satisfaction measurement.