One Way Stop Sign

Measuring or assessing customer satisfaction is a fact of life for products and services for organizations that deliver to their customers. I receive several every day. Each text, email and phone call asking my opinion tells me that my opinion matters. The process of determining whether customers are happy is a form of attention. Internal customers are not always paid the same compliment, this is a rectifiable mistake. There are multiple ways to collect customer satisfaction data (a sample of techniques are in Customer Satisfaction Metrics and Quality) the next four segments of the blog are not going to focus on data collection techniques, but rather on internal customer satisfaction measurement rationale and infrastructure. Spending time upfront to understand whether what you are doing solves a problem or is a sustainable process is important. None of this is easy and doubly so because most collecting and analyzing the data aren’t marketing or market research personnel. There are four areas that need to consider before you send your first survey or schedule your first stakeholder interview.

Relevance – Does the data you are intending to collect answers provide information to answer important business questions. Relevance might boil down to the information is important to your boss. Evaluating the relevance of any piece of data requires confidence in knowing that answers will provide information and confidence in the data collection mechanism. 

Usability – Gathering data is a large part of understanding customer satisfaction. If the data is going to generate the right kind of actions it needs to be accurate and timely. Usability and ease of use are often intertwined

Value – The collection of customer satisfaction information requires time and effort from everyone involved in the process. The return on the investment of time and attention needs to yield real, quantifiable benefits. 

The first three attributes are highly related.  If the customer satisfaction metrics are not relevant to the questions at hand or are not usable to generate change, they will not have value.  If the value is not provable, in the long run, no one will believe it exists. 

Self-sufficiency is the final consideration. This category of attributes includes having knowledge and time to collect and analyze satisfaction data. Whoever is chewing on this type of information needs to understand sampling, statistical analysis, writing questions, and behavioral analysis. Couple this knowledge barrier with a common view of metrics of overhead and self-sufficiency becomes a big deal. 

Customer satisfaction is a measure of how products and services delivered and if they meet or surpass customer expectations at the right time and at the right prices. We will dig into the detail on each topic and cap the discussion with a simple checklist.