You may already feel you’re on “Metric Overload” (measuring customer satisfaction on surveys, getting mystery shopped, knowing your NPS, getting your CX ratings, and ensuring the ECS is A-OK).
Now – based on the title of this Tip – I’m going to tell you that you have to measure MORE?! Not exactly. What I’m suggesting is more do-able than daunting.
I want you to GAUGE customer satisfaction at every encounter. Measurement is done for many reasons, but the initial reason is always to gauge satisfaction. It’s easier to gauge (or get a feel for, an understanding of) satisfaction if you measure satisfaction.
But measurement for the sake of measurement is a waste of time and money. However, having every employee GAUGE customer satisfaction – literally at every customer encounter – is almost always beneficial.
So what do we mean by “gauge.” Hold the magnifying glass up to the customer’s body language; tune in more clearly to their tone-of-voice. What do those non-verbal communication methods tell you about what’s going on inside them, about what they’re feeling?
Literally ask “How was your experience today?’’ or “Did you get your needs met?” or “Is there anything more we can do?” or “Was there anything we could do differently/better next time?”
After many consulting engagements, I ask the client “Was this what you were hoping to receive when we started this process?” or “Do you feel like we achieved the goals you had envisioned when we began this project?”
By gauging the customer’s satisfaction during that encounter, you create – for yourself – an opportunity to learn what you’re doing well and to get positive feedback. You create – for the customer – an environment where they’re more comfortable sharing feedback, particularly constructive (negative) feedback.
At every customer encounter, you’re gauging customer satisfaction by literally looking, listening, and asking questions. You want to KNOW whether they’re satisfied before the conversation ends (and obviously address it if they’re not).
Gauge the customer’s satisfaction to better yourself and your organization.