How not to Measure Customer Satisfaction

Last week I wrote about measuring customer satisfaction using only one powerful question. Between then and now I was approached by two companies to gauge mine: Netflix and Telenav. I like both services a lot but Netflix proves time and again that they have mastered the web 2.0 techniques of measuring satisfaction and performance whileTelenav looks like it outsourced customer engagement to an agency from the 90s… Continue reading “How not to Measure Customer Satisfaction”

How not to Measure Customer Satisfaction

Measuring Customer Satisfaction, the SMB way

We all know that companies that offer superb customer experience and enjoy high customer satisfaction are more successful and competitive in the long run. Often when I meet managers in for Small and Medium Businesses (SMB) companies, I hear that they are convinced that their customers love them. When I ask for a “proof,” they say that they just know it: they don’t need to measure it since they talk with their customers all the time. When I dig more, I usually discover that they think that measuring customer satisfaction is too hard and expensive for a small company. In this post I will try to offer an easy way to measure and compare customer satisfaction for SMB companies.

Why measure? You should measure customer satisfaction for the same reason you measure sales. When you want a number to go up you ought to measure it so you can establish a baseline and a way to measure the impact of business strategy on customer satisfaction. Imagine investing in marketing without checking the sales impact, and you will get the idea. Continue reading “Measuring Customer Satisfaction, the SMB way”

Measuring Customer Satisfaction, the SMB way