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Measuring Customer Satisfaction


Customer Satisfaction

Image via Grant Cochrane

Of all the measurements used to quantify call center performance, none is as important as customer satisfaction. Although other metrics such as first call resolution and agent satisfaction are directly related to customer satisfaction, this is definitely the one to watch. Why? A happy customer is a loyal customer – one who buys more of your product, but also refers new customers through their personal and social networks.

Customer surveys are a reliable, quantitative way to measure customer satisfaction. Short surveys can be easily administered via IVR following a call to get your customers’ immediate feedback. Longer, more detailed surveys can be sent via email; this method allows for additional measures such as open rate and click-through rate (CTR) to help determine customer engagement.

When designing the survey, be sure to keep it focused, especially for post-call surveys. Open the survey with the question that you want answered most; if the survey is abandoned, you will still have the answer to your most important question. For online surveys, in addition to ranking questions, follow up with an open-ended question to allow the customer to add additional detail to a response; this will give you more insight into your customers and identify patterns in their positive or negative experiences. If desired, end with demographic information; you may find that differences in customer profiles (new vs. old customers) yield differences in data. And be sure to edit; unnecessary questions do nothing but waste everyone’s time.

Speaking of time, it is of the essence. Many customers are ready to hang up and move on with their day. The survey should not be so long and drawn out that customers began to feel agitated and burdened. It doesn’t matter if the survey is taken over the phone or online – keep them short and sweet. For post-call surveys, three to five questions are appropriate; for online surveys, aim for no more than 10 questions.

Net Promoter Score

The Net Promoter Score, or NPS, was created by Fred Reichheld and introduced in his 2003 Harvard Business Review article, “One Number You Need To Grow.” This customer loyalty metric measures how likely customers are to recommend your business to colleagues and friends.

The score is tabulated by asking “likely to recommend” questions on a 0 to 10 scale. Ten represents “extremely likely” and 0 “not at all likely.” The responses to the questions are then broken down into three categories:

Promoters (9–10 rating)

Passives (7–8 rating)

Detractors (0–6 rating)

The percentage of “Detractors” is subtracted from the percentage of “Promoters” to determine a company’s net score. NPS gives companies a better idea of the likelihood of repeat customers, and it is a great way to compare your company’s customer satisfaction to your competitors’, as well as to gain insight into your strengths and weaknesses. NPS can be integrated into post-call and online surveys.

Having proper measurement of customer satisfaction is extremely important, so it is imperative to pick the methods that best fit your company and your customers. Before administering a survey to a large audience, be sure to test the questions asked and how the survey is administered to ensure accurate assessment of your customers’ sentiments.

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