Our surveys come with superpowers ⚡

Blog Customer Experience

How to Measure Customer Satisfaction in 6 Simple Ways

Indhuja Lal

30 August 2023

8 min read

Businesses globally can have customers as their best allies or worst critics.

Earning customer trust turns them into valuable brand promoters. Neglect them, and they could harm your business. Discounts don’t ensure customer satisfaction. In fact, many unhappy customers silently move on without feedback.

Customer satisfaction isn’t just about product quality. It’s about how customers feel they’re treated. Once lost, it’s tough to regain their trust. Therefore, it’s crucial to measure customer satisfaction accurately.

Remember, simply counting customers isn’t enough. Trust their feedback. While many happy customers stay silent, others leave without sharing concerns. The key is to consistently measure customer satisfaction. Now, it’s time for us to check these amazing 6 simple ways through which we can measure customer satisfaction.

Here you go!

Why is Measuring Customer Satisfaction Important?

The key to business and increased profit is not acquiring new customers. It is about retaining the already existing loyal customers. An increase of 25 % to 95 percent will be visible with just a 5% increase in Customer retention rate.

Customer loyalty is paramount to a long and successful business relationship. A major factor that influences customer loyalty is customer satisfaction, though it doesn’t necessarily promise Customer Loyalty. So figuring out how to measure customer satisfaction is necessarily more important than ever, since it can be either an indicator of growth and success or a glaring warning measure against churn.

Futile attempts to measure customer satisfaction could hide patterns and trend implying customer churn and it might go unnoticed. There is nothing more than a customer churn to hurt business, no matter how big your company is.

80% of the customers abandon a survey half through

It is these metrics that help us to understand which habits you should be kept on doing and which you should stop immediately. The immense amount of data collected, however biased and complicated it seems to be can help you a lot to make informed decisions that are data-driven. Unusual activities and discrepancies in the patterns will be notified at the right time. You don’t have to make business decisions based on hunches and assumptions anymore.

How to Measure Customer Satisfaction in 6 Different Ways

The requirements for satisfaction varies from individual to individual and can be extremely challenging to quantify. Another thing to note is that customers usually use these different ways to measure customer satisfaction by making them a vent to show their frustration with their experience.

Hence the results can be biased. It is only a group of your customers that are participating in it. According to a study conducted by Opinionlab, 80% of the customers abandon a survey half through. It is similar statistics for almost all other metrics available to measure customer satisfaction.

Here, we will discuss the 6 ways to measure customer satisfaction like a pro!

1. Customer Satisfaction Score or CSAT

The customer satisfaction score, or CSAT, is considered to be the most straightforward method amongst the methodologies used to measure customer satisfaction. 80% of the companies use CSAT score to measure customer satisfaction.   It is calculated with variations of a very basic question: “how would you rate your experience interacting with our customer relations executive?” There is a corresponding survey scale from 1 – 3, 1 – 5, or 1 – 10. Or a scale ranging from ‘very unsatisfactory’ to ‘very satisfactory.

CSAT Surveys in a Nutshell

The more the positive answers are given, the higher your score is. It is as simple as that. The versatility of CSAT lets it relate to any interaction of a client with your business. Its strength lies in its simplicity. It yields you a closed loop of customer interaction and helps you to determine whether or not you were successful in creating happy customers. It’s also immediate because you will get precise feedback relative to a certain experience.

The CSAT surveys are most useful to track short-term changes in customer approval before and after a change or new initiative. If the score shifts notably, you will have an inkling of what did or didn’t go over well. However, these questions cannot be used to cover an overarching impression of your company. Since it’s such a quick survey, you would be able to present it across multiple customer experiences and helps to get a big picture of how your customer feels at various touch points during the customer journey.

csat surveys

On the downside, its results tend to be very much biased, since mildly satisfied or dissatisfied customers tend to disregard the question itself. Though an unavoidable metric, you cannot depend solely on CSAT for it cannot predict the customer behavior in future and also doesn’t calculate your business’s potential for growth.

Have a look at one of the best CSAT Surveys in the industry from SurveySparrow, offering a free trial. You can sign up with your email here and check the surveys out for free.


2. Net Promoter Score (NPS)

The NPS calculates the probability of a customer referring it to a friend and is rightfully the most popular way to measure customer loyalty. NPS score will be high when the customers believe that you are capable of keeping them happy for a longer time, which is essential to customer loyalty.

measure customer satisfaction using NPS

It was introduced to account for the lack of predictive power of CSAT. The question is straightforward to answer since it is not asking about the customer’s emotion about the product but about their intention to refer the company. On the downside, NPS is largely one-dimensional, and the respondents don’t have to take a leap and refer your company without any incentives or credits.

Check out how you can make the best use of NPS surveys.


3. Customer Effort Score

The Customer Effort Score takes a different approach while we measure customer satisfaction. It asks the customer: “how hard did you have to work to get a problem fixed? The scale is usually from 1 to 5, one is very easy to 5 is very difficult. The lower the score, the higher satisfaction is.

96% of customers with a high effort score showed reduced loyalty in the future, whereas only 9% of those reported low effort scores.

It was in the HBR article Stop Trying to Delight Your Customers, the idea for a customer satisfaction metric was introduced. It claims that excellent customer service doesn’t equal exceeding customer expectations. The customers are likely to punish a bad customer service than rewarding a  good customer service. They also proved that while the payoffs are of minimum, the costs of exceeded customer expectations are high. Instead of encouraging to put all the effort into making a customer delightful, they should invest in transforming the customer experience and problem resolution to be as seamless as possible.

Relevance is vital here. Ask the question right after the experience to ensure the customer’s feelings aren’t forgotten. You can use email or live chat to ask.

4. Monitoring the Social Media

You cannot escape from social media these days and it would really help you if you have a strong social media presence. Customers share every good and bad that is happening in their life in the social media. They would do the same when it comes to sharing the experience they had with you. This makes it the best platform for you to listen to the voice of customer. With the right tools, you can track these activities and analyze it.  When I say social media do not restrict yourself to Facebook or Twitter. Be sure to mark your presence in reviewing sites like Yelp, Quora, TripAdvisor, etc.

Google Alerts notifies you when your company gets into prominent position. A mention is a freemium tool that helps you immensely with tracking somebody mentioning your company’s name in the web. Socialmention is an interesting tool that provides the ratio of positive to negative comments and shows how likely people are to discuss your brand on the web.

5. Customer Satisfaction Surveys

The companies hear only 4% of their dissatisfied customers.

Customer Satisfaction Surveys are the standard approach used to collect the feedbacks to measure customer satisfaction. With or without follow-up questions, the survey consists of questions regarding different touchpoints in the customer journey. The various types of surveys target customers from different demographics, fetching you different results every single time. Here’s a guide on how to interpret the results from your customer satisfaction surveys. Automated online surveys are getting popular with many companies.

They’re affordable and straightforward, allowing the potential to reach wider audiences than in-person surveys. However, you need to present them creatively to engage customers.

Three variations available are In-app survey, Post service survey, and Long Email surveys.

80% of the companies use CSAT score to measure customer satisfaction.


In-app surveys integrate feedback system into the system with one or two questions. It is one of the methods with the highest responsive rates. Post Service survey focuses solely on the service experienced by the customer just then. You could use an email support or a live chat to mark the responses. Since you collect these feedbacks right after the delivery, the customer is able to give a more accurate response. Email Surveys are when you need deep insights into the customer experience management and measure customer satisfaction. Although they have a very low response rate of 10% to 15% they do allow your customers to take their time to answer multiple questions.

6. Things Gone Wrong

Originated from the Lean Six Sigma approach this metric measures the number of complaints, or “Things Gone Wrong”, per 100, 1000, or up to a 1,000,000 units of survey responses, units sold, or other.

The usual way to calculate “Things Gone Wrong” is through feedback in customer surveys, but it can also track internal metrics. If your TGW score is 1 or higher, it means you have one complaint per unit.

For every customer who registers a feedback, 26 customers remain in silence.

Wrapping Up!

The companies hear only 4% of their dissatisfied customers. For every customer who registers a feedback, 26 customers remain in silence. And 96% of customers share their bad experiences with the community. This sheds light on the fact that customer satisfaction surveys cannot be trusted blindly. It has excluded a major portion of your audience that you find in the survey may not be what the majority of the actual audience suggests. And it is not the fault of the surveys or metrics you are using.

You have to put in as much effort as possible to bring in higher rates of engagement in completing surveys by offering them incentives or other rewards. The metrics discussed here are for fulfilling different purposes to  measure customer satisfaction and you should select the one that would help you get the kind of answers you want. With customer survey platforms plenty around you, you shouldn’t have trouble gauging how your customers feel about you.

Happy Measuring!

Indhuja Lal

Product Marketer at SurveySparrow

A dilettante bohemian soul mesmerized with the magic of words, sworn to be unpredictable, and spellbound with the simplicity of humanity...

Everything about delighting customers.
You’ll find them here.

Leave us your email, we wont spam. Promise!

Start your free trial today

No Credit Card Required. 14-Day Free Trial

Try For Free

Request a Demo

Want to learn more about SurveySparrow? We'll be in touch soon!

Request Demo