Measure customer satisfaction and loyalty

Nobody can market your business better than satisfied customers. But it can be difficult to measure factors such as customer satisfaction or customer loyalty.


There are several ways to recognize customer satisfaction in a timely manner:

  • Email surveys: Send questionnaires to customers by email and query relevant areas.
  • In-app surveys: Request feedback directly with an integration on your website.
  • Survey of received service: Always ask customers about received service by email, phone or chat.

Email surveys

There are many providers that you can use to send questionnaires to your customers. As with all surveys, you should always know exactly what you want for a result. For example, do you want to get qualitative or quantitative results? Email surveys make it possible to get detailed answers. However, you should note that many emails are sent these days and are often ignored. Therefore, do not send questionnaires to your customers too often and pay attention to a clear subject in the email.

In-app surveys

Customer Satisfaction Score (CSAT)

With the CSAT you get a percentage result that expresses customer satisfaction. Your customers can usually rate their service on a scale of 1-5. The result is calculated as follows: The number of your satisfied customers (4 and 5) divided by all answers.

For example:
150 satisfied customers / 200 all answers = 75% customer satisfaction.

Net Promoter Score (NPS)
The NPS is also a widely used tool to inquire about customer satisfaction and loyalty. The customers will be asked in a certain period of time whether they would recommend your service / your product and you will receive a score that you can assess as shown in the image below.

To calculate the result, the percentages of detractors, passives and promoters are calculated and then the percentage of detractors is subtracted from the promoters. Depending on the industry, your NPS score should be between 0-30.

Customer Effort Score (CES)
The CES helps you to identify weaknesses in the interaction with your customers by asking how your customers found your service to be complicated.
To determine the result, you can ask your customers questions such as: “Agree with the following statement: I quickly found the product I was looking for on the website”. Customers can then select a statement on a scale of 1-5.

You should then pay special attention to all dissatisfied customers to improve vulnerabilities.

Surveys for service received

Whether in a real shop or in an online store, you can ask your customers directly after the purchase has been made how they have experienced the service and what can be done better.

This can be done personally in the shop or online via chat or email. Here, too, you should of course think about what exactly you want to learn from your customers.

Social networks

Keep an eye on your social network. Even if you are not active yourself, you should pay attention to the manner in which your company is spoken on social networks. For example, you can set up a Google Alert to automatically receive notifications when your company / product / service is mentioned.