Methods for Measuring Customer Satisfaction

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  • 0:00 Measuring Customer…
  • 0:46 Surveys/Questionnaires
  • 1:10 Existing Business Data
  • 2:06 Face-to-Face Interactions
  • 2:47 Lesson Summary
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Lesson Transcript
Instructor: Savannah Samoszuk

Savannah has over eight years of hotel management experience and has a master's degree in leadership.

Customers are the bread and butter of any business. This is why businesses need to make sure they are measuring customer satisfaction. This lesson will discuss methods for measuring customer satisfaction.

Measuring Customer Satisfaction

Can you think of a customer who stopped frequenting your business but aren't sure why? Wouldn't you like to know if your customers are satisfied with your business and their experiences with it? Probably. This is why it's so important for businesses to measure customer satisfaction.

Every business's goal is to be the best in their industry and to be successful. Your business will not be successful if you do not have methods in place to measure customer satisfaction. This will help to determine what areas you are excelling at and what areas can be improved upon in order to make your customers happy. You need to know what your customers are thinking in order to keep them satisfied and to make future customers happy.


One primary, non-intrusive method of measuring customer satisfaction is through surveys or questionnaires. These typically lend easy-to-read results that provide insight into how satisfied the customer was compared to their expectations. This method is becoming popular among businesses due to its simplicity and is proving to be a successful way of measuring customer satisfaction.

Existing Business Data

Another method of measuring customer satisfaction can be done through using existing business data, or things like sales, return, and complaint records. Every business should have a way to track sales. This can show which products are being bought more often, and looking at repeat purchases can help determine the customer's satisfaction with certain products.

Businesses should also keep track of returns and complaints. This makes it easier to determine trends in customer issues in order to improve customer satisfaction. For instance, if a sandwich is returned five times in one week from different customers with the same complaint that the sandwich is always cold, this will show the trend in this product. The business will be able to look into the issue of the sandwich and make changes to correct or improve it. This is a perfect example of how using existing business data can help measure and improve customer satisfaction.

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