The Key to Customer Satisfaction Analysis

By: Lisa Sigler

November 17, 2015

CEM Programs
CEM Solutions
customer experience management
Sentiment Analysis

Are your customers satisfied? Why—or why not? How do you know?

You have more customer data than ever before, and customer satisfaction analysis is one of the most important things that you can do with it. But what exactly is customer satisfaction analysis?

Building off of traditional customer survey programs, customer satisfaction analysis looks goes a step further for more accurate results. It takes raw satisfaction scores and pairs them with other sources of data to find the root causes driving the scores.

The first step to doing highly accurate customer satisfaction analysis is to ask customers how satisfied they are. Solicited feedback, usually collected through surveys, is useful to determine if your customer satisfaction is high or low. It can also show you overall trends. However, you must keep in mind that mildly dissatisfied or mildly satisfied customers often don’t bother to take surveys. * If you are only hearing from the extremes, your satisfaction scores are not reflecting reality.

That’s why you must also look into unsolicited feedback. Emails, agent notes, and call transcripts provide invaluable data about how satisfied your customers are. You not only find out what their problems are, but you will understand their feelings about you, especially if you are doing text analytics and sentiment analysis on their exact words.

However, your customer satisfaction analysis will still not be completely accurate if you are only looking at inbound communication. A typical business only hears from 4% of its dissatisfied customers**, which means that there is a potentially vast pool of detractors out there talking about your brand. If you have a social listening strategy, you can pick up clues from your customers who are venting, or praising, on Twitter and in other social media.

Finally, customers are known to exaggerate, mis-remember, and sometimes even lie. It is therefore imperative to look at actual customer behavior through your CRM and transactional data systems to see what customers are doing. If they continue to buy your products, their satisfaction might not be as low as they report.

Once you have your survey, inbound communication, social, and transaction data in place, you can do a complete analysis to find root causes and accurate satisfaction scores. You can compare what customers are saying to you to what they are saying about you—and you can see if what they say lines up with what they do. And you can figure out what actions you can take to improve their satisfaction.  Then, you can include your customer satisfaction analysis with your analytics regarding prospects, competitors, and employees as part of your comprehensive customer experience management program.

All in all, the key to customer satisfaction analysis is to get as much data as you can, from as many sources as possible, and look at it all together. That’s how you will reveal what you can do to really keep your customers satisfied.




*Source: “Customer Satisfaction Score (CSAT)” by Impact Learning Systems

**Source: “Understanding Customers” by Ruby Newell-Legner

Lisa Sigler is Sr. Manager of Content Marketing at Clarabridge. For over 16 years, Lisa has used her writing and editorial skills to bring the value and benefits of technology to life. In her current role, she works to demonstrate Clarabridge’s position as thought leader and trailblazer in the Customer Experience Management market. Lisa holds a B.A. of English from Kent State University. Read more from Lisa on Twitter @siglerLis.