Customer Satisfaction Research

Customer satisfaction research (CSAT) measures how satisfied your clients are with your brand, products, services, or customer service experiences. 

To usefully track levels of customer satisfaction over time, it’s important to keep the questions simple and measurements the same. The CSAT score is widely used across many industries to measure satisfaction with products or services. One simple survey question is asked of a buyer, similar in format to: ‘How satisfied were you with the product or service you received?’ The respondent is then given a Likert scale, from 1-5 or 1-10, with 5 being ‘very satisfied’ and 1 being ‘very unsatisfied’. 

Happy customers are more likely to spend more, to make repeat purchases, and to tell other people how great you are! Measuring customer satisfaction means that you see where your strengths and weaknesses lie and make strategic decisions based on these data-backed insights. 

Maybe your clients love the new feature, but are really unhappy with the online ordering process. With that one piece of information you can:

• Promote the details of why they love the new feature in the next marketing campaign – capitalizing on the enthusiasm
• Review and improve the online ordering glitches – with thank-you emails to clients that participated in the research, showing them that you really listen

There are benefits of customer satisfaction research that can be felt across your organization. 

1. Save money: Retaining existing clients cost less than finding new ones.
2. Better understanding: Customer satisfaction research gives you a deeper understanding of your customer base. It’s not about responding to a negative review or complaint. Understanding exactly where clients feel happy and dissatisfied along their buyer journey is hugely valuable – because you can change those feelings with action. 
3. Happy customers: Customer satisfaction research helps you recognize where improvements are necessary and where strengths should be celebrated. Listening and responding to your clients will only make them happier and more loyal. CSAT scores can also be segmented into different buyer types, in order to better understand the patterns behind levels of satisfaction. 
4. Strategic priorities: Insights from customer satisfaction research can make it very clear where investment and attention is needed first. 
5. Growth: Happy customers tell other people why they’re so enamored by your brand, services or products. By addressing the things that are important to your clients you generate a positive reputation through their advocacy. 

It’s wise to work with a research partner on your customer satisfaction research. Navigating the process with experienced experts makes it less daunting, more efficient and generates the most valuable insights. 

Every NewtonX B2B customer satisfaction survey is constructed individually to suit the needs of each client. As with any research, the first step is to identify the objectives of your customer satisfaction research. NewtonX research experts will then guide you to the best combination of qualitative and quantitative methodologies to best find your answers. We’ll also create the survey and interview questions that are key to eliciting the most valuable responses from your respondents. You won’t be presented with raw data. All metrics are analyzed, presented in visually clear formats and delivered with actionable insights. 

NewtonX customer satisfaction research is presented to you with actionable insights based on your organization’s data findings. It’s always wise to consider an action plan when you’re planning CSAT research, it’s unlikely anything will be a complete surprise. 

Commonly, leaders identify patterns in their metrics so they can pinpoint areas with high levels of dissatisfaction and implement improvements. Your custom findings give evidence and impetus for any necessary change, wherever that’s needed in your organization. Use CSAT insights to make positive strategic decisions that build on areas of high customer satisfaction.