An organisation can work hard on a product or service while taking all the steps necessary to ensure customer satisfaction. But intent and execution don’t always align. It is crucial to take the time to gather information from customers to gauge their satisfaction with a product or service.
A customer satisfaction survey is a good way to understand that level of satisfaction. An organisation can ask a series of questions or provide statements to gather data about all around satisfaction, as well as suggestions or additional points of clarification.
Customer satisfaction surveys are also a great way to test customer engagement and experience—a holistic look at products and services from the perspective of an end user. The aspects of customer engagement include:
- Proactiveness: If a customer engages on their own, without any prompting.
- Volume: The degree of interaction of a period of time.
- Repetition and frequency: Whether there are multiple engagements, or more sporadic engagements with a brand.
Customer engagement can take place offline or online, depending on the engagement offerings from an organisation. Sometimes it can show integration with the use of a product, like a comment on social media, a review, participation in an internal programme, or providing feedback on an organisation’s site.