Customer experience is key. A satisfied customer comes back. A dissatisfied customer leaves. And they often tell ten other people about it. Whether you offer services, software, or customer support, measuring satisfaction should be an integral part of your work.
The good news? Getting feedback from customers doesn’t have to be complicated, expensive, or time-consuming. Thanks to smart automated channels like chatbots, voicebots, and emailbots, you can collect feedback naturally, in real time, and with minimal effort.
Feedback is the most valuable source of information for improving services, products, and processes. Without it, you’re working blindly. In addition, simple metrics make it easy to evaluate trends over time, compare the performance of individual channels, and detect potential problems early.
Customer feedback can be measured in various ways. You can start with simple surveys and end up with complex loyalty analyses. In practice, however, three basic metrics are most often used:
CSAT (Customer Satisfaction Score)
“Were you satisfied with the solution?” The customer chooses from a simple scale (e.g. 1–5 stars or smileys).
NPS (Net Promoter Score)
“Would you recommend us to a friend?” A popular loyalty indicator, rated on a scale of 0–10.
CES (Customer Effort Score)
“How easy was it to resolve your request?” An excellent metric for evaluating the effectiveness and usability of services.
For satisfaction measurement to have real value, feedback needs to be collected at the right time. It is best to reach out to the customer immediately after the interaction, when the experience is still fresh in their memory. Another good time is after the request has been resolved. This way, the customer can evaluate the entire process, not only the result, but also the way it happened.
Feedback can also be collected at predefined points in the customer journey, such as during onboarding, after a purchase is completed, or after the first 30 days of using the service. The key is to collect feedback as naturally as possible and make it as easy as possible for customers to provide it. If possible, collect feedback within the same communication channel without redirection.
Traditional methods of collecting feedback, such as one-time email surveys sent once a month, often fail. They suffer from low returns, time lag and do not reflect the current customer experience. The data obtained is then either outdated or too general. Fortunately, there is a modern alternative: automated conversation channels that collect feedback in real time, naturally and without the need for manual work. All of these solutions can be easily integrated into your existing communication processes.
Chatbot can ask the customer to rate the service at the end of each conversation using stars, smileys or a simple question. The answer is automatically saved in a clear dashboard, where you can analyze it at any time. The advantage is that the customer does not have to go anywhere, everything happens directly in the chat.
Voicebot can also be a very effective tool for collecting feedback. After the call ends, it seamlessly connects and naturally prompts the customer to rate it, for example with a question like: "How would you rate your experience with our service?" If the customer answers, for example, "It was great, I give it a four", the voicebot can record the answer and convert it to a specific value (e.g. CSAT score). Thanks to this, feedback can be captured in its authentic form, without distracting button presses. If the customer does not have the time or desire to respond right away, the voicebot can offer that there will be a more suitable time.
An emailbot can send the customer a short follow-up email after the interaction is complete with a request for a rating. The response can be in the form of a simple click on a link, an emoji or a single click in the email itself. The advantage of a rating in an email is that the customer can return to it. What next with the data? Thanks to automated feedback collection, you will get accurate, up-to-date data that you can immediately use to improve the customer experience. Track the development of satisfaction over time, compare individual channels and types of interactions, analyze open responses using AI, and respond to dissatisfied customers immediately.
There are several of the most common mistakes when measuring customer satisfaction. However, they all have one thing in common. They unnecessarily reduce the quantity and quality of feedback received. Do not rely on only one channel, typically email. If you do not give the respondent the opportunity to choose the path that is most convenient for them, you will never receive some of the answers.
The second mistake is a questionnaire that is too long or complicated. The more questions, the greater the likelihood that people will not complete it. It is equally problematic if you do not tell customers what their feedback is actually for. Without this transparency, the willingness to share opinions quickly disappears. And finally, the most important thing is to evaluate the data obtained. Even the best data collection loses its meaning if it ends up in a drawer and is not transformed into concrete steps for improvement.
