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ways to improve customer satisfaction

Ways to Improve Customer Satisfaction

Customer satisfaction is one of the keys to every business’s success. That is why they focus on every strategy that can help meet the needs of their audience. If a business disregards its customers, and never meets up with their expectations, this can affect the revenue and retention rate.

Happy customers can turn to your loyal customers. They can become your marketing strategy too as they recommend your product to people they know when they get the best service from you. However, an unhappy customer can either leave your business without complaining or, worse, post a negative comment that can affect your brand’s reputation.

Therefore, as a business owner, you have to take care of your customers, from the time of inquiry and even after they make a purchase from your business. Businesses must prioritize this since customers have higher expectations of a business than they used to.

With the growing number of businesses, it is difficult to compete with them, let alone make your brand recognizable. However, by focusing on customer satisfaction, you’ll be able to retain your customers and drive more traffic to your website.

Running a business with customer satisfaction as one of your focal points will bring long-term success.

So, we have gathered ways you can improve customer satisfaction and get more sales to your site.

But before that, let’s see how we measure customer satisfaction.

How to Measure Customer Satisfaction?  

Measuring customer satisfaction can determine whether your product, service, and overall experience met the needs of your customers or if you fall short. There are ways you can determine if your strategies and your overall services are working.

These measurements are vital in helping you see which area you need to improve or maintain.

Customer Satisfaction Score (CSAT)  

The customer satisfaction score is an assessment of how happy customers are with your products and services, as the name implies. It’s a tool for determining how a customer feels right now. The most frequent approach for gauging consumer mood is the customer satisfaction score.

It is measured in a range of 1-3 to 1-10, or anywhere in between. When gathering data, ask customers how satisfied they are with your product or service, with the lowest being extremely dissatisfied and the highest number being satisfied. Calculate the customer satisfaction score by multiplying the total number of responses by the number of respondents.

Customer Effort Score (CES)  

Customer loyalty is measured by CES. You can calculate it the same way as the customer satisfaction score. When collecting data, personnel will ask customers about the convenience of their experience. Making a purchase, obtaining information, or resolving a problem could all be part of the experience.

This metric is still a measure of customer satisfaction, but it concentrates on the convenience of the client. The reason for keeping track of your company’s CES is that the easier it is for people to interact with your brand, the more enjoyable their experience will be.

Customer Retention Rate  

You can determine the ability of your company to retain paying customers using the customer retention rate. When obtaining a new client, it costs 5 to 25 times more than keeping an existing customer. As a result, this is an important customer satisfaction statistic.

Calculate the client retention rate on a weekly, monthly, or annual basis, depending on the size of your company’s sales. The formula for calculating client retention is as follows:

((CE-CN) /CS)) x 100

The amount of new customers at the end of a cycle is referred to as CE. CS is the number of consumers at the start of the cycle, and CN is the total number of new customers acquired over the cycle.


If you want to measure the service and quality of your business, you can use the SERVQUAL technique. This is a widely used method to evaluate elements in your customer service.

You can provide customers with a scaled response on the following:

  • Reliability
  • Assurance
  • Tangibles
  • Empathy
  • Responsiveness

Churn Rate  

Part of customer satisfaction computation is knowing how many you lose. If you want to determine if you lose more than you gain, you can use the Churn rate computation.

(No. of customers at the start of a cycle – number of customers at the end of a period) / number of customers at the end of the cycle

If your organization has a churn rate that is higher than 5% to 7%, it means you have to work on what causes your customers to leave your business.

Net Promoter Score (NPS)  

The net promoter score will measure how likely your customers will recommend your business to someone. It’s a method of determining customer contentment and loyalty, as well as total satisfaction, rather than how a customer feels about your product right now.

You can calculate it using the replies from your CSAT, with 0-6 responses being detractors, 7-8 responses being passes, and 9-10 responses being promoters. Subtract the percentage of detractors from the percentage of promoters to get your organization’s full number NPS.

Now you know how to compute for customer satisfaction, let’s take a look at how you can improve those scores.

How to Improve Customer Satisfaction  

Provide Multi-Channel Support  

If you provide multiple ways your customers can contact you, the better that they will feel. You need to get to know where your customers spend most of their time online. If they are mostly on Facebook, make sure to create a page so they can contact you on there.

Other support channels can be live chat, email, phone, and other social media.

Providing customers with their preferred method of communication can boost your business’s credibility and customer satisfaction.

Include Detailed Information  

Your customers need information that is precise and truthful for them to make a purchase. They want to know everything about a product or service, from the benefits they can get to some pitfalls.

You can provide detailed information to your customers by writing a product description that can help all your customers visualize the product. You can include the size, weight, color, and other features. Being specific about your product and providing multiple photos from different angles will help in the decision-making process of your customers.

Another way to provide information is by posting testimonials, reviews, or ratings. People like to read other people’s reviews or experiences of the product. They want to know if it has a good result or is true to its description. People decide on what to purchase based on reviews.

You can add a section where your customers can leave a review or you can also encourage them to do so.

Maintain Customer Service Etiquette  

A poor customer service experience can cause your customers to stop doing business with you. Therefore, it is crucial to make it a rule to communicate respectfully with customers regardless of the situation. Good communication and customer service improve customer satisfaction and retention rate.

You can train your employees on how to communicate well with the customers.

  • They can use positive words like thank you, my apologies, you’re welcome, etc.
  • Listen to customers before providing a response. By listening, you can understand what they need.
  • Show gratitude at the end of each conversation
  • Offer authentic information and don’t set high expectations so you won’t break their trust.

Engage with Customers 24/7 Using Chatbots  

Being always available for your customers can increase the level of satisfaction. However, we cannot stay up 24/7 and always be active. But thanks to technology, like chatbots, businesses can improve customer satisfaction.

Chatbots actively engage with customers by answering their simple questions. They can even provide or suggest products to customers. You can use a chatbot on your website, on social media channels, and on applications.

What do businesses get when using chatbots?

  • Engagement with customers 24/7
  • Reduce the workload of employees
  • Don’t have for customers to wait in queue for the next agent
  • Collects customer information to help the sales team provide better services

Understand Your Customers  

Understanding your customers is what every business needs for them to provide products and services that can improve the experience. You can expect immediate positive results when organizations follow a cyclical process of predicting, identifying, and addressing client wants.

By knowing what your customers want, you can easily connect with them. Your business can personalize content, conversations, and recommendations. In this way, your happy customers will share about your brand with others.

What are the benefits of understanding your customers?

  • Customers feel appreciated, listened to, and concerned about their needs, and they are confident that this will not happen again
  • Having a better understanding of consumer behavior and emotions can help you deliver a more intuitive service.
  • Understanding the concept allows you to tailor your products and services to meet the demands and interests of your customers.

Reply to Your Customers  

No matter what reviews or feedback you get, it is always worth responding to them.

Positive reviews are great. You can share them on your social media channels showing how happy and satisfied your customers are. But you cannot avoid receiving negative reviews.

When receiving negative feedback, you should try to communicate with your customers politely. You should find out what made your customer unhappy and try to improve that area to avoid it in the future.

By replying to your customers, you prove that first, your business is more than products and services. Second, you care about how your customers feel.

Measure Customer Satisfaction  

Earlier in this article, we have mentioned ways you can compute customer satisfaction. There are formulas you can use to see different areas and the overall customer experience.

Regularly measuring your customer satisfaction will help your business understand what areas you lack and what you should maintain. You can find out what causes negative feedback from customers and try to fix these issues.

Create a Safe and User-friendly Website  

Aside from better products and good customer service, making sure your website is accessible and easy to navigate matters.

You can make a request to your web designers and developers to create a website that is neat, simple, but can positively impact the audience. Make things easy to see and can work on any screen size. Furthermore, remove unnecessary steps when customers are making a purchase so you can avoid cart abandonment.

Using a good online payment system to collect information and payment can increase your customer trust. You also need to keep this secure by focusing on cybersecurity practices that can protect your website, business, and customers.

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Build Strong Communities  

Start an online community for your customers. They can share their stories, get updates, and connect with other like-minded customers of yours.

You can create a dedicated space such as Facebook Page or LinkedIn Groups. Your community can even be a way for you to get feedback, ask questions, and share tips. It is also a space to improve the retention rate.


There are plenty of other elements to consider when thinking about improving your customer service and raising brand satisfaction. Your customer satisfaction will ultimately help you improve your services and overall experience to increase sales and retention rates, and see your business grow.

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