There are a variety of methods available to capture and assess customer satisfaction. In many cases customer satisfaction is a proactive effort to solicit customer feedback using surveys, phone-based interviews, and advisory groups. Social media has made it possible to capture unsolicited feedback in the form of customer reviews and comments. All sources of customer feedback are valuable and should be consider part of a comprehensive customer satisfaction assessment strategy.
The use of post transaction surveys is widespread, but the most common form of customer assessment is through relationship surveys which often capture feedback about many aspects of the customer relationship. The methods for capturing feedback are complemented by a variety of assessment techniques focused on measuring the level of effort customers must invest to conduct business with a company (Customer Effort Score) and the level of affinity customers have for a product or brand (Net Promoter Score).
Determining which customer satisfaction assessment method is most appropriate for your needs depends upon the type of information you are looking for and what you intended to do with it once you capture customer feedback. If you want to monitor customer brand affinity then Net Promoter is a good choice. If you feel that you may be difficult to do business with then Customer Effort may offer important insights. The most flexible satisfaction assessment method comes in the form of satisfaction ratings on a set scale (e.g. 5 point scale) with the option to ask drill down questions about why customer assign a particular rating.
ServiceXRG defines the various assessment techniques and offers a recommendation about how and when to apply each method.