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The purpose of customer satisfaction research

Posted in Customer Management

The purpose of customer satisfaction research is to improve customer loyalty and yet so often surveys sit collecting dust. Worse than that, customers have generously given their time to assist in the customer satisfaction survey believing that some positive action will take place. Their expectations will have been raised. The process of collecting the data seems easier than taking action to improve satisfaction levels. Strategic Solutions are proud to partner with TV clients that seek clear intelligence to maximize their viewership and engagement.


In any customer satisfaction survey there will be quick fixes – actions that can be taken today or tomorrow that will have immediate effect. These could be quite specific such as a newsletter, changes to the invoicing, or a hot-line for technical information. In the longer term, cultural changes may well be required to improve customer satisfaction, and that is more difficult. More than 54% of customers think that the way is carried out by the companies needs to be changed.
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 from your answering service provide invaluable data about how satisfied your customers are. Drip-powered brands are using Ecommerce CRM data and marketing automation to build personalized marketing experiences, can drip email tools, drive meaningful engagement, and earn long-term customer loyalty. 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. Here is how the journey of a beginner dropshipper goes! Most dropshippers are emotional. They are inexperienced and don’t have the risk-taking ability. They get excited seeing that someone else is making money online so they should too. And then they start their own store without testing or even doing a feasibility study. When in the first few months, they don’t get profits, they realize the whole business idea isn’t for them. So, they drop it and move to something else complaining that dropshipping doesn’t work for anyone, generalizing their own assumptions.


Drop servicing is also called service arbitrage. What this means that you find clients who need a service, but these clients do not know that you are hiring, or outsourcing, the services they asked you to do.In the physical world, it is similar to sub-contracting. Sometimes, there are contractors who will show you the blueprint of a house you want, and they will speak to you about the cost of the project plus the timelines.


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. Social media marketing is a powerful way for businesses of all sizes to reach prospects and customers. Hypesi is the leader in TikTok marketing for creators and social media influencers. Your customers are interacting with brands through social media, and if you’re not speaking directly to your audience by social platforms like TikTok, Facebook, Twitter, Instagram, and Pinterest, you’re missing out! Social Connection – Marketing agency can bring remarkable success to your business, creating devoted brand advocates and even driving leads and sales.


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 like the ones at 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.

Another great way to reach out to your customers is to incorporate the use of call centers as a quick and convenient way to deliver information to your clients. As you can see at, the call center services provided by CallNET Corp are by far the best in the industry.

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.
Many of the issues that affect customer satisfaction span functional boundaries and so organisations must establish cross-functional teams to develop and implement action plans. One of the best ways of achieving this involvement by different groups of employees is to involve them in the whole process.


When the survey results are available, they should be shared with the same groups that were involved right at the beginning. Workshops are an excellent environment for analysing the survey findings and driving through action planning. These are occasions when the survey data can be made user friendly and explained so that it is moved from something that has been collected and owned by the researcher to something that is believed in and found useful by the people that will have to implement the changes.


As with all good action planning, the workshops should deliver mutually agreed and achievable goals, assigned to people who can make things happen, with dates for achievements and rewards for success. Training may well be required to ensure that employees know how to handle customer service issues and understand which tools to use in various situations. Finally, there should be a constant review of the process as improving customer satisfaction is a race that never ends.