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How to review customer satisfaction

The happier your customers are, the more successful your business will be. It’s that simple. The real question is, how do you measure, monitor, and assess customer satisfaction effectively?

Fortunately for you, this article has everything you need to get started with reviewing customer satisfaction and using the data for business growth. Let’s dig in. 

The importance of monitoring customer satisfaction 

Whether it is about a specific product or service, or the company's overall experience, customer satisfaction measures how satisfied customers are with a brand. If a brand fails to deliver a satisfying experience, customer satisfaction data will reflect that and show that something needs to be addressed. 

Keeping track of customer satisfaction is important for a few key reasons: 

  • Initial measurements provide a benchmark for comparison later
  • Highlights key problem areas to fix 
  • Helps brands to better understand their customers’ motivations 
  • Improves understanding of customer behaviour

How to review customer satisfaction

You know customer satisfaction is directly related to success but knowing how to measure and assess it can be a challenge. That’s why we’ve put together the following 6 steps to help you to implement an impactful strategy that takes advantage of customer feedback.  


1. Focus your research

Before getting started, you need to decide what your main objectives are for measuring customer satisfaction. For example, the goal could be to find out why customers are dropping off or knowing why customers aren’t repurchasing a particular product. Once you know why you’re reviewing your customer satisfaction data, you’re ready to launch into the plan.  


2. Create a customer feedback plan

Like any part of business, you need to have a clear plan going forward so that you can follow it and monitor its progress. When it comes to customer satisfaction, the following steps apply: 

Choose your communication channels

It’s critical to use communication channels that make the feedback process easy for your customers. Each customer base is different, so think about your particular customers and their preferences, and if in doubt, use the channel they used to connect with you in the first place. 

The most popular channels include: 

  • Email
  • SMS texts
  • App or website popups
  • Social media 
  • In-person interviews
  • Phone calls

With Review Tui, you aren’t limited to any individual channels because you can use campaign links to distribute surveys. These links can be shared on any channel, meaning you can adapt your strategy along with your customer's ever-changing tastes. 

Select a customer satisfaction metric

When asking for feedback, you need to adopt a consistent metric. The following options give you something quantitative to monitor progress as you go:

Customer Satisfaction (CSAT)

CSAT surveys ask customers to rank how satisfied they are on a scale. Typically the question will look like this: 

‘How satisfied are you with your experience with our brand?’ 

  1. Very Unsatisfied
  2. Unsatisfied
  3. Neutral
  4. Satisfied
  5. Very satisfied
Customer Effort Scores (CES)

CES surveys assess how easy it is for a customer to interact with a brand. These are perfect for identifying stumbling blocks in the customer journey before they become a widespread problem. The lower the CES score, the more streamlined the Customer Experience is. An example CES question is: 

‘How easy was it to purchase this product?’

  1. Much easier than expected
  2. Easier than expected
  3. Neutral
  4. Harder than expected
  5. Much harder than expected
Net Promoter Scores (NPS)

NPS surveys ask how likely a customer is to advocate the brand to other people. For some brands, this is a generalised indication of customer satisfaction, but we recommend using an alternative metric or at least pairing it with another more targeted metric. An NPS question looks like this: 

‘How likely are you to recommend this brand to someone else?’ 

  1. Very unlikely 
  2. Unlikely 
  3. Somewhat unlikely
  4. Neutral
  5. Somewhat likely
  6. Likely
  7. Very likely

NPS will commonly have 10 points on a sliding scale for customers to select from.


3. Create effective surveys

Creating your surveys thoughtfully is vital so remember to keep them short and to the point, customise them to match your branding, and stick to the essentials. Customers won’t spend a long time answering your questions, so make them as engaging as possible. 

To improve your surveys, you can use the following: 

4. Choose your customer feedback software

Now that you have surveys ready to go and a way to measure their progress, you need a way to organise and assess it all. Fortunately, there’s a whole host of Customer Feedback Management tools (CFM) available that take all the hard work out of it for you. 

When choosing your CFM software, make sure it’s compatible with your existing business tools, the metrics you want to use, and the communication channels your customers prefer. At Review Tui, our software is designed to seamlessly integrate with HubSpot and can track a range of Customer Experience (CX) metrics including CSAT and CES. You’ll find it easy to create and distribute surveys, track and analyse the results, and centralise everything to the centralised dashboard. Remember, the key to this process is streamlining everything so that you can maintain it consistently. 


5. Collect, act, assess

When asking for feedback from your customers, they expect you to use their input to make improvements. It’s critical to not only collect feedback, but act on it, and assess the success of the changes. This is called the customer feedback loop and should be a constant cycle of asking, acting, and assessing. Don’t view this as a linear process because the customer journey is constantly evolving, so you need to evolve with it. By using customer feedback proactively, you can demonstrate to your customers that you value their input and want to deliver the best possible Customer Experience for them. These steps ensure customers feel acknowledged and are more likely to keep sharing feedback in the future. 

Not only that, but by viewing customer feedback as a cyclic loop, you can be constantly improving your understanding of your target audience. As time goes on, you’ll have more and more valuable customer data to use in your marketing and other campaigns. 

At Review Tui, we provide a simple, intuitive platform to make customer feedback an easy and valuable process. This includes reviewing customer satisfaction and implementing strategies to keep improving it. 

For access to the platform when it launches, sign up to Review Tui and keep up to date with all there is to know about the customer feedback process. Or download our guide to customer feedback and how to create a customised strategy. You’ll find everything you need to connect with your customers and deliver the experience they want. 

Download our free customer feedback strategy guide