Customer satisfaction key figures

Customer satisfaction Customer satisfaction key figures

Published on 04.11.2020 by Yannick Küffer, Digital Commerce Consultant, Post CH Ltd

A positive customer experience is more crucial than ever for retail. Satisfied and loyal customers are the basis for maintaining a successful company. That’s why calculating key figures for customer satisfaction is essential in online retail.

Satisfied customers will come back, buy more or even recommend the company to others. This means that measuring customer satisfaction is an important tool for successful business planning.

Only satisfied customers will also be loyal. Customer satisfaction is therefore the basis for successful customer retention. Determining customer satisfaction enables you to devise measures to improve the company’s products and services.

But not every company knows how to obtain detailed information about the customer experience. This means it’s important to select the right survey type and measurement method.

Customer satisfaction score

The easiest way to find out how satisfied your customers are is to ask them: “How satisfied are you with our service?” The customers then rate the questions on the basis of a numerical scale, which gives you the customer satisfaction score “CSAT”.

You can also find out the expectations of customers by providing propositions that customers can agree or disagree with.

However, satisfied customers often ignore these types of surveys, which can distort the results. This mean you should ideally always examine this score in conjunction with other key figures.

Net promoter score (NPS)

The net promoter score determines the likelihood of customers recommending the retailer to other people. The advantage this has over the CSAT is that it determines an intention and is not influenced by the current mood of the customer.

Customers can respond using a scale of 1 (unlikely) to 10 (very likely). Customers with values of 9 to 10 are brand ambassadors. Values between 0 and 6 indicate a negative perception, while 7 to 8 mean a neutral position.

Customer effort score (CES)

This metric determines how straightforward a certain interaction with your company was for the customer. The lower the rating, the easier customers find it to interact with you. This indicator can be obtained using customer surveys.

First contact resolution (FCR)

Customers are impatient and expect quick resolution of their issue. First contact resolution involves determining the percentage of queries that were successfully answered during the first contact. For a query by phone or online chat, this means that the customer’s query was dealt with before the customer closed the chat window or hung up the phone. The goal should be the highest rate possible because multiple inquiries on the same topic test the customer’s patience and have a negative impact on customer satisfaction.

Employee engagement

Focusing on key figures to do with customer satisfaction can quickly make you lose sight of another important factor: satisfaction within a team. If employees are not happy with their work, this can have a negative impact on customer satisfaction. Calculating employee engagement can be achieved through direct surveys, but also by analyzing effective engagement. Both methods deliver valuable insights.

Yannick Küffer, Digital Commerce Consultant, Post CH Ltd

Yannick Küffer is a Digital Commerce Consultant at Swiss Post’s Digital Commerce Competence Center. In this role, he supports retailer customers in developing their level of digital maturity by providing strategic advice relating to digitization and designing a solution.

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