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David Sidwell

Measuring customer satisfaction

There are some things that sound easy but quickly become really challenging, and one of them is measuring customer satisfaction.

It's easy to become mired in weighted averages, and median responses, and what do they really mean by satisfaction? The more accurate you try to make the data, the more unreliable it seems to become, especially if you're trying to use it as a trigger, for example to make staff bonus payments.

And let's not talk about how the scope can start creeping into how can we turn them into advocates, or and tap them for case studies or referred leads.

Just One Question
So let's keep it simple. Let's ask just one question. And how much simpler could it be?...

Ask: On a scale of 1 to 10, how much do you like us?
The average response to this question over time will tell you if what you're doing is working or not. Dead easy.

Now we don't want to make work for ourselves, but could also take the opportunity to ask a second question.

Ask: What would we have to do to improve the score?
...and this'll save us from having to think too much about what to do next.

Why do things the difficult way?

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