Measuring customer satisfaction? 3 practical tips you can put into practice immediately!
25 September 2020
Why measuring customer satisfaction is important
If you want to work in a customer-centric way as a company, and thus respond to your customers' needs to the maximum extent, the first step is to find out how satisfied your customers are today. And we are not talking about the gut feeling that tells you "I think that’s going to be fine," but about a structured way of collecting customer feedback at various points in the customer journey.
But why is that so important? We’ve listed some benefits for you:
You gain more insight into your existing customers
A major inside joke, yet oh so relevant. The better you know your customers as a company, the more you can respond to their needs. You might discover, for instance, that your customers would rather make a phone call than fill out the contact form on the website you are so proud of. You really should have known that beforehand…
You have concrete feedback for your employees.
Customer feedback contains a wealth of information that you can use to further coach and guide your employees, and even hand out well-deserved compliments. You learn which colleagues are true customer service heroes and can determine how they make a difference. You can then use that information, in turn, to train new colleagues or make existing colleagues even better at their job.
You discover potential pain points and frustrations
By surveying your customers in a regular and structured manner, you discover which frustrations occur most frequently. Not infrequently, these involve “blind spots”—things you no longer see yourself because ‘it has always worked that way’ or simply because you do not stop to consider how the customer experiences them. Just think of annoying hold music or the guest Wi-Fi not working in your reception area.
3 practical tips to measure your customer satisfaction
- Start with the basics: What exactly do you want to find out?
This isn't rocket science either, but when we look at the average survey that lands in our inbox, we often notice that this golden rule is applied too infrequently. Before you enthusiastically start drafting questions for your client, it is best to first consider the objective of your customer satisfaction survey. Do you want to get a general picture and perhaps even a score regarding your service? Or have you recently launched a new service and do you want to organize a survey specifically about this? Do you want to know if your customers would recommend you to others? Or are you mainly curious about how easy they find it to do business with your company? You guessed it, you had better have an answer to all these (and more) questions yourself before you ask your customers.
- Choose a method that suits your company and the type of feedback you want to collect.
Do you wish to collect qualitative or quantitative feedback? We recommend a combination of both. You can obtain qualitative feedback, for example, from one-on-one interviews with your customer or by organizing a customer panel. For quantitative feedback, email surveys are a valuable tool. Both types require a very different time investment and, consequently, a different cost. With qualitative measurements, you gather a wealth of information, but you need quantitative research to be able to present “hard” figures.
Apart from all this, it is also important that your method of measuring customer satisfaction suits your business. If you do everything digitally, having people fill out a paper survey is completely inappropriate, but when your customers are not very tech-savvy (think of residential care centers, for example), this is of course possible.
- Keep it simple, short and relevant.
Only ask what is relevant to your business operations. Unless you work exclusively with men in a specific age category, gender and age are therefore NOT relevant and unnecessary. Moreover, you risk literally boring your client with such questions, which does not benefit the quality or receipt of feedback. Furthermore, ensure that you do not ask two questions in one (what did you think of the content and the location of the event) and that your questions are not open to (mis)interpretation.
Do you already regularly ask your customers for feedback?
Great! Then the next step is to actually put all that feedback to work. At Customerry, we are already eager to design a customized program for this! Do you want to measure customer satisfaction but don't know where to start? Then our training is exactly what you are looking for!
Share with friends:
25 February 2026
Expectation management. Admittedly, it doesn't exactly sound... sexy. And yet, it is often our secret weapon when optimizing or improving the overall customer experience. After all, most frustrations don't arise from truly bad service, but from a customer receiving something different than they expected. Discover in this article how you can get started with this.
10 January 2026
Why ‘good enough’ is detrimental to your customer experience
How often do you think, "I expected more?" when you buy something or have an experience somewhere? That subtle difference between not being dissatisfied but not truly content hurts more than you think. After all, the step from good enough to bad isn't that big, as it turns out. Discover the pitfalls of a good-enough mentality in your company in this article.
20 November 2025
Increase sales thanks to better, customer-oriented quotes
When we talk about more sales, everyone thinks of more sales, more marketing, and more advertising costs. But what if we told you that you are overlooking something important? Read everything you ever wanted to know about writing customer-centric quotes.
5 October 2025
How can you collect outstanding invoices in a customer-oriented way without damaging relationships?
The economy is stagnating, so there is a chance that you will increasingly have to deal with unpaid invoices. You want to chase your money, but how do you actually go about this without completely destroying your relationship with your customers?
1 September 2025
Customer-centric communication with AI: a good idea or not?
There is no getting around it: AI is here to stay and is getting better and more powerful by the day. But can AI also take over your customer service? In other words: can you communicate in a customer-centric way using AI?
27 August 2025
Turning inspiration regarding customer experience into concrete actions? Here's how to tackle it!
You read a book, you hear a powerful speaker, you see a LinkedIn post, and you think: Yes! This is what we need to do for our clients too! There is plenty of inspiration to be found regarding customer experience, but how do you ensure that concrete actions actually follow? We are happy to help you on your way!
3 March 2025
Travel update, a story about ungrateful customers and 5x customer experience inspiration from Italy.
In 2025, Customerry travels through Italy in search of la dolce vita & inspiration regarding customer experience and customer-centric working. These blogs are part travel diary, part inspiration, part tidings of the moment.
30 October 2024
Educating customers, easier said than done, or is it?
Does educating customers make sense? And what is the best way to do it? After all, you keep writing instructions and explaining things until you drop, and those customers either don't read it or don't want to hear it. Sound familiar? Read here why that is and what you can do about it.
21 June 2024
A story about sausages that are too long and… the customer journey.
What do the length of a sausage and the term corporate blindness have to do with your company's customer journey? Customerry is happy to explain it to you and share practical tips to get started yourself.
22 April 2024
Surprising & delighting customers in Disneyland Paris
Surprising and amazing customers: how does Disney do it? We went on a real experience trip and share our findings with you, supplemented with practical tips for your own organization.
1 February 2024
7 concrete, immediately applicable tips on customer-focused communication
Communicate well. We expect every employee to be able to do it. But who actually teaches us? And what exactly do you learn? That's right... We share 7 tips to make customer-focused communication just that little bit easier.
24 September 2023
Together for the customer, even with multiple teams. How do you do that?
Working together for the customer: is that going well in your team? And did you know that factors other than your colleagues influence your customer experience? Even as a solopreneur, yes! Customerry explains and shares practical tips for better collaboration with the customer.
15 September 2023
Customer-focused working in healthcare: what should you definitely pay attention to?
Customer-centric working in healthcare?! But surely we don't have customers? Yes, we do... Customerry shares the ins and outs of customer experience in healthcare, along with 7 key focus points for your organization.
27 June 2023
Why customer-facing communication is the soft skill of today and tomorrow?
Do you also want to know how to implement customer-oriented communication in your company and what the benefits are? The customerry tips will get you started!
2 February 2023
Need a customer experience budget? Here's how to convince your management!
Without a customer experience budget, you won't get anywhere. I repeat: without a customer experience budget, you won't get anywhere. Certainly not if you want to engage in structural customer experience management. Perhaps not pleasant to read, but a much-needed reality check. Or so you might be thinking...
6 December 2022
Customer experience trends? Get rid of them!
Strong words from someone who speaks and writes about customer experience all day long. And yet, I mean it: I don't really believe in those customer experience trends that are penned down year after year by all sorts of trend watchers... Read here why!
4 May 2022
Customer delight, the new customer experience?
Customer delight management, because being “simply” customer-oriented isn't enough. I almost fell off my chair – literally – when I heard the above statement last week. All joking aside, my conversation partner was firmly convinced that customer focus...
4 November 2021
Customer focus as a catalyst for a better world
I started Customerry because I want to contribute to a better world. A world with more understanding. A world with more tolerance. A world where everyone is allowed and able to be themselves. Where does my belief in customer focus come from? Where does that...
9 November 2021
6 tips for an outstanding customer promise.
What is your customer promise? I ask this question in every conversation with (potential) clients. Too often, however, they still cannot provide an answer. Either we reel off a mission statement that is outdated or that they themselves do not really know...
26 March 2021
Improving customer experience: start with the basics
It probably won't surprise you that I consider improving customer experience just as important as sales, a solid marketing strategy, or operational excellence. It's just in my nature, a passion for customers, a desire to improve the world, call it what you will...
19 March 2021
Company values: an indispensable compass in turbulent and less turbulent times
What is the mission, what is the vision, and what are your company values? It is a recurring question at every intake interview, every prospecting meeting, or at the start of a new project. The answer? ...one moment, I'll just look it up...
12 March 2021
Customer journey (mapping): useful tool or completely superfluous?
Our favorite workshop? Journey mapping! Mapping out what the customer effectively experiences during their journey with an organization is often an eye-opener for many companies. But why do you actually do that? What are the benefits, how do you get started, and what should you look out for?
22 February 2021
Customer-centric or employee-centric?
What do you choose: putting the customer first or putting the employee first? It is a question I have been hearing very often in recent months. Among other things, the war on talent, which is causing a shortage in the labor market, makes...
28 January 2021
Improve customer satisfaction? 3 customer experience trends to keep in mind.
Improving customer satisfaction is not rocket science. For those thinking, "That’s easy to say when you’re a customer satisfaction expert": I promise you that you don't need any prior knowledge to get off to a good start. After all, everything begins with...
12 December 2020
How customer-focused is your company now, and what does the future hold?
A simple question, no simple answer. You cannot calculate just how customer-oriented your company truly is in a flash. This is because there are a huge number of factors that determine the overall customer focus of your enterprise and the associated customer satisfaction. Of course, you can...
1 November 2020
Customer Experience ABC: customer experience terminology in plain language.
Optimizing customer experience: understand what you are talking about. Personally, I have a thorough dislike for the excessive use of jargon. Quite a few companies simply fail to use clear language that is understandable to everyone. And I, too, make that same...
1 August 2020
Customer experience, what is it actually?
The definition of customer experience is as follows: “any perception and emotion that a customer experiences during all interactions with your company throughout the entire customer journey and across all channels.” Quite a mouthful, then, but indeed...
