How do we measure customer satisfaction?
USP uses a research model with the following key measurements that are critical for your business.
General Satisfaction Score
General Satisfaction is an essential metric to evaluate whether your brand meets the expectations of your customers on a high level. This is measured by asking your target customers the question: “How satisfied are you with Brand A on a scale of 1-10 (1: very unsatisfied, 10: very satisfied)?”
Aspect Satisfaction Score
However, it is important to not only focus on the general satisfaction with a brand, but also to know how a brand performs on different aspects and how impactful these different aspects are for your brand. This is measured by asking customers to rate their satisfaction with brands for specific phases of the customer experience.
If an aspect or general satisfaction is rated 7 or lower, we ask the customer waht exactly can be improved to increase this score.
Net Promoter Score
An important indicator of customer loyalty is the Net Promoter Score (NPS), which maps the level of recommendation of a brand. Target groups are asked to rate their likeliness of recommending a brand on a scale from 1-10 (very unlikely - very likely) by answering the question: “How likely is it that you would recommend a brand to others?”. We sometimes ask them to explain the score they have given, to find out what drives ambassadors (9-10 score) or what "irritates" detractor (1-6 score).
Customer Effort Score
CES is used to rank customers’ user experience with a product or service. Target groups are asked to rate their experience on a scale from 1-5 (very difficult– very easy). CES can be used as an indicator for customer loyalty. The customers are more loyal to a product that is easier to use.
Share of Wallet
Share of wallet is another important metric that helps marketeers and business owners to really understand the purchasing habits of their customers. By focusing on how much money a customer spends on a certain brand, the share of wallet reports a more realistic market size than other metrics like market share.
USP’s customer satisfaction research model