Last updated on Jun 13, 2024

How do you measure and monitor customer satisfaction and loyalty?

Customer satisfaction and loyalty are essential for any service desk that wants to retain and grow its customer base. But how do you measure and monitor them effectively? In this article, you will learn about some of the best practices and tools to assess and improve your customer experience.

Key takeaways from this article

Collect consistent feedback:

Regularly gather customer opinions at various journey points. This helps pinpoint what's working and what needs a tune-up, ensuring that you're always improving their experience.
Empower your staff:

When your team feels they can make decisions and support customers effectively, it boosts their satisfaction and in turn, elevates the customer experience.

This summary is powered by AI and these experts

1 Define your goals and metrics

Before you start measuring and monitoring customer satisfaction and loyalty, you need to define what they mean for your service desk and how you will track them. For example, you can use metrics such as customer satisfaction score (CSAT), net promoter score (NPS), customer effort score (CES), or customer retention rate (CRR). You should also set clear and realistic goals for each metric and align them with your business objectives and customer expectations.

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Michael Moch

Founder & CEO at Moch.IT ðŸŒ Premier ServiceNow consultancy, driving digital transformation for businesses worldwide ðŸš€ Simplifying business processes and driving efficiency with ServiceNow for a higher ROI.
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As a ServiceNow Consultant, I prioritize this strategic planning phase to align our efforts with precise objectives, enabling us to leverage ServiceNow's tools effectively for data-driven insights and continuous improvement.

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Mike Mehterian

I help Companies by filling their IT Operations needs. I do this by leveraging the best out of people, processes, & technology. See what I can do for you in the About Section!
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One of the biggest mistakes made in measuring customer satisfaction is how the survey is set up. In a typical survey, there are usually 5 options for the customer to choose from. These range from poor, fair, neutral, good, and excellent. Most people gravitate toward the "Neutral" option when they receive sub-par service but not bad enough to fail the survey. The result is not being able to truly measure the customer experience. Instead, there should be 4 options that would force the customer to decide if they were really satisfied with the service. The choices offered should be Poor, Fair, Good, and Excellent. This will resort in lower scores, but you gain better insights. A leader can make real changes to enhance the customer experience.

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Guedes .

Tech Support at Cliniflix| Oracle Associate Cloud & Data | Harvard CS50 | Student Ambassador by Microsoft | Content Creator
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ðŸ“ŠA satisfaÃ§Ã£o e fidelidade do cliente sÃ£o mensuradas atravÃ©s de diversas mÃ©tricas e ferramentas. Pesquisas de satisfaÃ§Ã£o, como o Net Promoter Score (NPS) e o Customer Satisfaction Score (CSAT), sÃ£o amplamente utilizadas para avaliar a percepÃ§Ã£o do cliente sobre o serviÃ§o prestado. AlÃ©m disso, o monitoramento de indicadores como taxa de retenÃ§Ã£o de clientes, tempo mÃ©dio de resoluÃ§Ã£o de problemas e nÃºmero de reclamaÃ§Ãµes tambÃ©m fornecem dados valiosos sobre a qualidade do atendimento e a lealdade do cliente Ã empresa.

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2 Collect feedback regularly and consistently

One of the best ways to measure and monitor customer satisfaction and loyalty is to collect feedback from your customers regularly and consistently. You can use various methods such as surveys, reviews, ratings, testimonials, or social media comments. You should also make sure that you collect feedback at different stages of the customer journey, such as after a service request, a resolution, or a renewal. This will help you understand how your customers feel about your service desk throughout their lifecycle.

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3 Analyze and act on the feedback

Collecting feedback is not enough if you don't analyze and act on it. You should use tools and techniques such as data visualization, sentiment analysis, text mining, or root cause analysis to identify patterns, trends, gaps, and opportunities in your customer feedback. You should also prioritize the most important and urgent issues and implement solutions to address them. Moreover, you should communicate with your customers and let them know that you value their feedback and that you are working to improve your service desk.

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4 Reward and recognize your loyal customers

Another way to measure and monitor customer satisfaction and loyalty is to reward and recognize your loyal customers. You can use strategies such as loyalty programs, referral programs, discounts, coupons, or freebies to incentivize and appreciate your customers for staying with you and recommending you to others. You can also use personalization, appreciation messages, or thank-you notes to show your customers that you care about them and that you are grateful for their business.

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5 Train and empower your service desk staff

Finally, you should not forget that your service desk staff are the key to delivering a satisfying and loyal customer experience. You should train and empower your service desk staff to handle customer complaints, requests, and feedback in a professional, courteous, and empathetic manner. You should also provide them with the tools, resources, and support they need to perform their tasks efficiently and effectively. Furthermore, you should reward and recognize your service desk staff for their achievements and contributions to customer satisfaction and loyalty.

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Orskan Vargas

Service Director (SM3) at Computacenter; MBA
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Empowering Service Desk agents to do more will make them feel more connected to account, customer, and organizational outcomes. I have found that by setting some flexible boundaries and letting the team use the empowerment for support activities and making decisions, absolutely make them feel more engaged, fulfilled and happier in what they do. This intern leads to a far better customer experience, and happier customers. Additionally, and it should go without saying, but rewarding people is important. It doesnâ€™t always have to be monetary, but it helps. Depending on what is the reason for rewarding, it can be in the form of public, digital, â€œthank yousâ€ especially from Sr Leaders, a dinner with manager/s, or onwards to a nice gift card.

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6 Hereâ€™s what else to consider

This is a space to share examples, stories, or insights that donâ€™t fit into any of the previous sections. What else would you like to add?

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Directory

How do you measure and monitor customer satisfaction and loyalty?

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2

3

4

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1 Define your goals and metrics

2 Collect feedback regularly and consistently

3 Analyze and act on the feedback

4 Reward and recognize your loyal customers

5 Train and empower your service desk staff

6 Hereâ€™s what else to consider

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