Want to know what your customers really think of you? 🤔
Don't play guessing games: measure customer satisfaction scientifically and strategically.
Because today, 74% of customers consider customer service to be the most important factor in brand loyalty, ahead of price or product. In other words, if you're not measuring, you're sailing blind.
In this ultra-complete guide, we reveal the 7 essential indicators for measuring customer satisfaction, tried-and-tested methods, and tools that will transform your data into actionable insights.
Measuring customer satisfaction isn't just ticking a box on your to-do list. It's the foundation of a solid customer strategy.
Here's why it's essential:
And the good news? With the right tools like Klark, measuring and improving customer satisfaction has never been easier.
CSAT is the timeless classic. It measures immediate satisfaction after a specific interaction with your customer service department.
How does it work?
You ask a simple question: "Are you satisfied with [this interaction/service/product]?"
Customers respond on a scale (often from 1 to 5 or with emojis 😊😐😠).
CSAT calculation :
CSAT = (Number of satisfied customers / Total number of respondents) × 100
Good to know:
At Klark, we use AI to automatically detect signals of satisfaction (or dissatisfaction) in conversations, without even needing to send out a questionnaire.
NPS measures something much deeper: your customers' loyalty and propensity to recommend your brand.
The magic question:
"On a scale of 0 to 10, how likely is it that you would recommend our company to a friend or colleague?"
How to interpret the answers :
Calculating NPS :
NPS = % Promoters - % Detractors
A positive NPS is good. An NPS above 50 is excellent. Above 70, you're in the world's top league! 🏆
CES measures the effort your customer has had to make to obtain satisfaction. And spoiler: the less effort, the better.
The typical question:
"On a scale of 1 to 7, how much effort did you have to put in to solve your problem?"
Why is this important?
Because 96% of customers who have had to put in a lot of effort become less loyal. Conversely, a frictionless experience = guaranteed loyalty.
That's exactly what we're trying to create with Klark: minimize customer effort by automating responses and speeding up resolutions.
Simple but powerful: how many of your customers come back to buy from you?
Calculation :
Repurchase rate = (Number of customers making a 2nd purchase / Total number of customers) × 100
A satisfied customer comes back. A very satisfied customer comes back often. It's mathematical.
The other side of the coin: how many customers do you lose?
Calculation :
Churn rate = (Number of customers lost in a period / Number of customers at start of period) × 100
A high churn rate = a customer satisfaction problem. It's often cheaper to keep an existing customer than to acquire a new one.
On average, how long does it take to solve a customer problem?
The faster, the happier your customers. But beware: speed ≠ sloppy quality.
With Klark's AI, our customers have reduced their response times while improving the quality of exchanges. A winning combination.
What percentage of problems are solved on first contact, without the need for a follow-up call?
Calculation :
FCR = (Number of tickets resolved at first contact / Total number of tickets) × 100
A high FCR = satisfied customers who don't have to repeat their problem 10 times. This is the preferred indicator for successful support teams.
The classic: after an exchange, you send a short questionnaire to measure satisfaction.
Best practices :
Unlike hot surveys, cold surveys provide an overall view of the customer experience over the long term.
They are ideal for measuring NPS and identifying macro trends.
You've probably seen them before: those little kiosks with buttons 😊😐😠 at the exit of a store or after a checkout.
Anonymous, fast, fun. Perfect for collecting feedback in real time.
An investigator tests your customer service incognito and evaluates the experience from A to Z.
It's ultra-efficient for identifying invisible problems in your processes.
Instead of asking, you listen. Analyze your e-mails, chats and calls to detect signals of satisfaction or frustration.
That's exactly what Klark's AI does: it automatically analyzes the sentiment of conversations to give you a real-time view of customer satisfaction.
Your customers are talking about you on Google Reviews, Trustpilot, social networks... Listen to them!
Set up a watch system to monitor what's being said and react quickly.
A good satisfaction questionnaire is an art. Here's the recipe:
Measuring is good. Acting is better.
Here's how to use your data:
Analyze by :
This allows you to identify exactly where the problem lies.
CSAT score down over the last 3 months? A spike in NPS detractors after a new product launch?
Trends reveal systemic problems.
You can't improve everything at once. Focus on :
When a customer gives you feedback, get back to them!
"Thank you for your feedback. Here's what we've put in place to improve this."
It's extremely powerful for building loyalty.
You don't need to reinvent the wheel. Here are the tools that work:
The ideal solution? Combine several tools to get a 360° view of customer satisfaction.
At Klark, we don't just measure: we actively improve customer satisfaction.
Here's how:
And the result? Soaring CSAT and NPS scores, lower churn, and customers who become true ambassadors for your brand.
CSAT alone is not enough. Combine CSAT, NPS and CES for a complete picture.
Do your customers give you feedback? Show them you're acting on it. Otherwise, they'll stop responding.
A customer bombarded with surveys = an annoyed customer. Find the right balance.
An unhappy customer who complains = an opportunity to make up for lost time. Contact him quickly to transform the situation.
Your agents are on the front line. Train them to create exceptional experiences.
Measuring customer satisfaction is not a one-off project. It's a continuous cycle of improvement.
Recipe for success:
And if you want to speed up the whole process by improving customer satisfaction at source, find out how Klark can transform your customer service.
Because at the end of the day, the best way to measure customer satisfaction is to have customers so happy that they become your best salespeople. 🚀
Klark is a generative AI platform that helps customer service agents respond faster, more accurately, without changing their tools or habits. Deployable in minutes, Klark is already used by over 50 brands and 2,000 agents.
