5 ways to Measure Customer Satisfaction

Young girl holding shopping bags smiling indicates she is a satisfies customer

In any business success graph, customer satisfaction is a key component. Customer satisfaction has the power to either build or ruin your company’s reputation. 

The determining factor of how well a business’s product or service meets or exceeds its consumers’ expectations is customer satisfaction. It’s a helpful measure of how effectively customer service operations are working because strong performance on these metrics leads to increased sales and business expansion.

HS Brands Asia, the most popular mystery shopping company in India offers creative approaches and mystery shopping in India to guarantee comprehensive solutions to a range of commercial difficulties. We provide mystery shopping services to a wide range of businesses, including retail, food service, hotel, automotive, and many more, to protect beloved brands all over the world.

There are various industry-standard methods for measuring customer satisfaction. However, very few of them collect data that is nearly accurate. In this blog, we’ll explore the top five most effective methods to measure customer satisfaction.

5 ways to Measure Customer Satisfaction

Customer Surveys

Customer surveys are the methods by which businesses collect feedback from their customers to determine their level of happiness, understand their expectations, and conduct market research. It is a very popular and direct method for gathering important feedback from your customers and using it to enhance your product’s quality and services.

Various types of survey formats contribute to the relevant data collection process by offering vital information that businesses and organizations can utilize to make well-informed decisions. 

Surveys can be grouped into a variety of categories based on how they are deployed or how frequently they are administered. Surveys, such as: 

  • Post-purchase surveys:  Post-purchase surveys are an important tool used by companies to get client feedback following a sale. Consider them as a dialogue you engage with your clients to learn about their experiences and how you can improve them.

Although they can take many forms, they usually entail brief, interesting questions that are distributed via a variety of platforms, such as:

  1. On the page expressing gratitude: A pop-up or integrated poll that appears just after checkout gathers instant feedback regarding the shopping experience.
  2. By email: A few days later, a more in-depth survey that explores customer happiness and the product/service experience is linked in an email.
  3. SMS: Short surveys delivered via text message can be an efficient and practical approach to getting feedback for companies that cater to mobile customers. 
  4. Net Promoter Score (NPS) surveys:  A customer loyalty survey that analyzes the probability of customers referring you to their friends and colleagues is called a Net Promoter Score (NPS) survey. Three different response kinds are available depending on the results of the 11-point rating system used in the survey (0–10
  5. Promoters: You have a 9–10 rating from these clients. They are the most devoted clients you have.

Consumers who rate a product a 7 or an 8 are considered passive. They are not as excited as Promoters, but they are fairly content. Passives are viewed as impartial and may or may not aggressively market your business.

Detractors: You receive a score of 0–6. These responders are about to leave because they are not happy with your tool. 

  • Periodic satisfaction surveys: In Periodic satisfaction surveys, all you have to do is question the clients about their experience using your products or service. Customers won’t always have the time to provide you feedback on your service or product unless they are genuinely dissatisfied for whatever reason. 

You will want to periodically obtain portions of what clients are saying about your products, thus it is up to you to ask for it. You can also find out how repeat customers’ experiences alter over time by conducting periodic satisfaction surveys. If you want to use surveys to get feedback from your customers, think about asking them via phone, email, or mail how they felt about your company, ideally using a weighted scale. 

Asking targeted questions is very important since you probably want a targeted response. You can find the information you’re looking for by posing the correct questions. Furthermore, the development of good communication skills also depends on knowing what questions to ask. 

You can enhance your interpersonal abilities, manage people more skillfully, develop stronger relationships, and share knowledge and teach others by having excellent communication skills.

To optimize response rates, we must develop good survey questions. Here are some tips for designing effective survey questions and increasing response rates:-

  • Provide prior notification.
  • Identify your target audience.
  • Keep it short and targeted.
  • Create an excellent first impression.
  • Work on the content and quality of the cover letter
  • Design High-quality survey
  • Try using incentives
  • Ensure the survey is accessible.
  • Provide your contact information.
  • Survey Administration
  • Effective follow-up.
  • Stick to professional guidelines.

Make sure your study is effective by using a researcher who is a member of a professional organization or by taking into account the relevant current professional standards and recommendations.

Customer Feedback Forms

You can get feedback on your company’s services by using a feedback form. You can use it as a tool for collecting structured feedback from customers. The objective of using customer feedback is to enhance your knowledge of the entire client experience to pinpoint the areas that require improvement.

There are so many advantages of feedback forms in capturing real-time feedback at various touchpoints. For example: 

  • Real-time customer feedback allows you to hear what customers are thinking and feeling right now as they are using a specific feature of your product.
  • Feedback in real-time increases reaction rates: This approach is quick and easy to use, and it gathers client input at the optimal moment for dissemination. 
  • With real-time feedback, you can quickly recognize and address issues: Customers are all aware that issues do arise. What drives a customer to leave a brand isn’t the issue in itself. It happens when the business takes too long to fix the problem.
  • Gain the loyalty and trust of your customers: Customers feel valued and heard when you ask for their opinions. But it conveys a different message if you put it off. Customers may feel undervalued and that you don’t value them as a result. 

Providing clients with up-to-date information about their comments fosters a sense of trust and loyalty by demonstrating your genuine concern for their needs. 

Feedback forms can either be shorter a single question or a longer, more comprehensive survey in length. Although there are several variants in the presentation of these forms, most companies utilize a few basic sorts of feedback templates. Emails, chatbots, and web pages can all display pop-ups asking for feedback. 

They can either be shorter a single question or a longer, more comprehensive survey in length. To gather client feedback, you may place your feedback form inside elegantly created popup templates. Your choice of customer feedback form will be based on the kind of data you are looking for.

While there are many ways to gather feedback, user experience questionnaires and customer satisfaction surveys are two of the most widely used frameworks.

Examples of feedback forms are:-

  • Online Form: An online form is an electronic application where the user enters data to be recorded and processed further using pre-defined fields. These electronic forms are available, for instance, as attachments in emails or on websites. They can be created as an online questionnaire or they can be found in a multitude of file forms, including Word and PDF documents.
  • Paper Forms: Forms that are completed on paper with a pen or pencil are called feedback forms. When consumers don’t have access to digital gadgets, it is a common practice to gather input more conventionally.
  • Mobile Apps: The purpose of the mobile app feedback survey is to get customer feedback regarding their experiences using mobile apps. It can improve the functionality, design, and general usability of the app by making well-informed judgments based on experts’ knowledge of its advantages and shortcomings. 

To ensure that a user’s feedback is based on real experience, this kind of survey works best when it has had some time for the user to interact with the app.

It is important to design feedback forms with simplicity and accessibility in mind, because the easier they are for users to comprehend and access, the better your chances of understanding your customers’ feelings and desires about your products and services. 

Online Reviews and Ratings

Keeping an eye on industry review sites, Yelp, Google Reviews, and other online review platforms can reveal information about a brand’s reputation and client satisfaction. Companies might find areas for development by looking at the substance of reviews and ratings.

Businesses in the modern, technologically advanced world need to keep an eye on their internet reputation. Anyone can share their thoughts about a company online. And although it would be perfect, they don’t always have positive things to say.

It’s important to understand how to change the bad feeling. Additionally, you want to be proactive in building a positive online reputation for yourself. You can control your reputation by keeping an eye on reviews; other online content; on Google, Yelp, etc; and your social media presence.

Tips for encouraging customers to leave reviews and respond to both positive and negative feedback are:

  • Begin by simply asking
  • Establish a Procedure for Requesting Reviews
  • Make the request automatically
  • When Asking, Focus on Contented Clients
  • Customize the Question Describe the Significance of Reviews
  • Make Review Writing as Easy as You Can
  • Offer a Review Template
  • Interact With Your Current Reviews
  • Offer a Reward
  • Emails with review requests should be sent on time.
  • Observe and Respond to Your Requests 

The role of online reputation management is really important because customers are more likely to believe in and trust a business with a good internet reputation. Customers are more inclined to select the goods and services of brands with an effective online reputation than those of competitors who are viewed as dishonest or unreliable.

Two professional men shaking hands and acknowledging customer satisfaction in a Modern and equipped computer lab

Customer Interviews and Focus Groups

Qualitative techniques, like focus groups and customer interviews, are crucial for obtaining deeper insights from your customers and ensuring their satisfaction. Customer Interview is an interaction that happens between a company and its customers. 

It can occur at any moment in the consumer journey, including initial awareness and consideration, post-purchase, and pre-purchase. There are various ways that interactions can take place, such as in person, over the phone, by email, and on social media. By making the client feel good about the business, these exchanges attempt to build a long-term relationship that goes beyond one purchase.

A focus group is a face-to-face interaction with an appropriate number of customers to gain insight into their viewpoints and needs. Customers can learn more about your business through focus groups as well.

Though they can help, focus groups are not a replacement for understanding market issues. Focus groups can be used to validate a variety of concerns, including:

  • Your product’s resolution
  • Your correspondence
  • Your overall strategic course

Focus groups can be held at any stage of the product lifecycle.

Make sure you know your objectives before running a focus group. Setting goals ahead of time will assist you and your team have a clear framework and will guide the conversation in a way that will help you achieve your aims. 

The  benefits of Focus groups are:- 

  • They are easy to set up, reasonably quick, and affordable.
  • They work well for gathering a lot of information in your clients’ own words and gaining a deeper understanding of their requirements and desires.
  • Focus groups are successful in gathering information from younger people and those with lower literacy levels. Etc.

In the fast-paced world of business, a company’s performance and reputation are greatly influenced by its interactions with its customers. Every consumer-business engagement, whether it occurs via social media, email exchanges, phone calls, or in-person meetings, leaves a mark. Understanding what customers are attempting to say, and exhibiting empathy are all essential when gathering qualitative feedback.

Mystery Shopping

Mystery shopping is a method used to assess the quality of services. It can be applied to assess customer service, employee performance, and product quality. The management or business hires several clients who act like typical customers to measure the quality of their services. Secret shopping is performed to make sure employees are sticking to procedures and to determine whether or not the company’s quality standards are being fulfilled.

The main purpose of mystery shopping is to satisfy customers because it encourages client retention and business expansion. With mystery shopping’s help, businesses can keep an eye on these trends and, if needed, take corrective action. 

Companies can identify areas for improvement by using mystery shopping to gather valuable insights about the actual consumer journey. By identifying their blind spots, companies may enhance customer service, streamline processes, and create memorable experiences that encourage customers to return. 

In terms of mystery shopping, compliance evaluation, loss prevention, competitive benchmarking, and brand trust solutions, HS Brands Asia leads the world. It enables companies to greatly boost their sales and profitability across a range of industries.

We apply creative strategies to guarantee thorough solutions for a variety of business challenges. Our method of mystery shopping helps us analyze and enhance the Indian customer experience. 

We carry out all essential research to provide our customers with top-notch services that guarantee comprehensive solutions for their business challenges, from a consultative approach to translating data to strategies.


Satisfied customer giving positive review

These five methods—surveys, feedback forms, online reviews, interviews/focus groups, and mystery shopping—all contribute to measuring customer satisfaction and helping your business achieve its goals. Your brand grows when your customers are happy. Clients who are pleased with your goods or services will keep using them, refer you to others, and offer insightful feedback—all of which have a significant positive impact.

To understand consumer behavior, preferences, and trends, marketers need to gather information regarding customer satisfaction through both quantitative and qualitative data research methodologies.

A complete picture of the target audiences for a particular brand may be obtained by combining the various findings from each technique. Marketers need to integrate both quantitative and qualitative data research to comprehend customer behavior and create effective strategies. A more complete picture of consumer satisfaction is possible thanks to the combined strategy.

Happy and loyal consumers are your most significant asset in today’s competitive industry. For your business to succeed in the future, tracking and increasing customer satisfaction is important. This can be done by giving customer happiness assessments your top priority.

To guarantee your client’s happiness and the continued expansion of your business, get in touch with HS Brands Asia, the most respected mystery shopping company in India.

Contact us at +91-9916527695 or email at contact@hsbrands.asia.

Share this article


Get in Touch With Us

Get in Touch With Us!