Focusing on One CSAT Aspect

When measuring customer satisfaction, you are actually measuring a multitude of different things. You are measuring how much the customer likes the products. You are measuring how happy the customer is with your prices.

You are measuring how well the service was given. You are even measuring how happy they were finding parking. You are even measuring whether or not they saw a spider in your store and the degree to which they have arachnophobia.

Customer satisfaction does not have a single factor. The goal with a large satisfaction survey is that you are generally able to average out small differences in opinion that should land on both sides of the scale, and that the end result is a true average for your company. The problem is that sometimes there are factors (positive or negative) that greatly influence the results of your survey, even beyond your anticipations.

As a result, the results you receive may not be an accurate reflection of about what you are studying.

When you’re hoping to get data on a specific aspect of your business, consider changing your survey to focus only on that aspect, and designing a survey that preps your customers for answering the questions that are most important to you. For example, if you are trying to figure out how the customers feel about those at the front desk only, then design a survey that asks them about the front desk only. Doing this will get you the information you need, and while you miss out on the other data, at least you have your questions answered.

If you are unsure whether or not there are other factors playing a role in satisfaction, you can create a survey for that too. Run a customer satisfaction survey that asks questions like “Are there other factors besides service and products that influence your satisfaction with the company?” Running this survey once and looking for trends in the data can help you locate what might be influencing your results, and you can see if there are ways to use that information to create more accurate surveys in the future.

There are all sorts of variables that may affect your survey responses, and ultimately the relevance of the data. Rather than allow your surveys to lack important information, consider running additional surveys designed to either target the data you are hoping to target or discover any reasons that your satisfaction scores may not be entirely accurate. This should help you start collecting the data you need to make decisions with your company.