"What is the best method of measuring customer satisfaction for online business?"
As business trends online, we see a shift in how we engage with our customers. They purchase when they see something they like and they email, call, or worse, post online when they experience something they do not.
Yet we remain challenged in how to ask the answer to a question our customers answer already. How do they answer the question regarding our customer service? The behavior they demonstrate when they interact with us. The missing link to assess satisfaction - customer behavior.
Remember the saying no news is good news? Well what if we measured the fluctuation of how often we were communicated to? Consider quantifying total call volume, total email volume and total social posts as percentage against existing customer and new customer totals. For those with a seasonality component to their business, you can add a year over year comparison for good measure.
The most important part about measurement lies in data integrity. The best part about measuring behavior? Actions don't lie.
From measuring behavior, we can drill down to the most common inquiries received. What knowledge gaps keep revealing themselves? How can we either communicate or address those gaps preemptively.
Our customers tell us everything we miss. The big question: "Do we take action to prevent customer dissatisfaction from those oversights?"