Essential Customer Satisfaction Metrics in 2022?

How to Measure Customer Satisfaction?

There is often a myth that a company should just keep churning out new products to stay relevant. This statement is simply not true. Customer satisfaction matters because it can affect the amount of revenue a company makes, how much their customers trust them, and their customer service. Without customer satisfaction, you are leaving money on the table for your competitors.

How does Customer Satisfaction Work?

How does Customer Satisfaction Work?


Customer satisfaction matters because it can affect the amount of revenue a company makes. Customer satisfaction is the state or attitude of satisfaction with a company’s product or service. It is measured by asking customers to rate their satisfaction with the products and services they have purchased (Fornell and Larcker, 1981).

Customer satisfaction is crucial in creating sustainable relationships between customers and vendors. However, customer satisfaction does not always directly correlate with customer loyalty; that is where customer commitment kicks in. A customer satisfaction survey is an instrument to measure customer satisfaction. It’s the most common type of survey that marketing organizations use.

Government, government agencies, and private organizations use surveys to track and monitor a wide range of issues such as brand perception or complaints about products or services. In business, managers often talk about the customer as the king.

Why? Because customers give businesses their lifeblood. Without the revenue from profit-driven customers, these businesses will wither and die. We have decided to focus on this idea in an article that looks at what it takes to make a customer king of your business:

Why are they important?

What makes them different from emplo yees?

What can you do to make them pay attention to you and sustain ongoing loyalty for your company?

Why is the Customer the King?

Customer service is in all of the popular vernaculars. It is a piece of corporate jargon that speaks to the ways that businesses communicate with their customers. It captures the ways that businesses communicate with their customers and promotes this communication as integral to customers’ overall experiences with the business. In simple terms, it just means good service.

Businesses have found success through excellent customer service.

The popularity of customer service as a term has skyrocketed over the past few decades. It has been popularized by television, radio, print media, and even government institutions.

The Federal Trade Commission (FTC), for example, which is responsible for consumer protection, is called the consumer protection agency. Its “mission” statement goes as far as to say that it is “dedicated to consumer protection,” emphasizing how important the consumer experience is to business operations and consumer protection efforts.

But there are signs that businesses are taking their customers for granted: Customers are getting tired of being treated like royalty at work when they get home to their families they often receive substandard treatment by these same businesses in the form of poor customer service.

Let us Take a Look at the Statistics:

A recent survey of 500 US-based businesses found that customer satisfaction is at its highest level in more than twenty years. The Customer Satisfaction Index (CSI) for the United States was 82 in Q2 2018, up from 81 during Q1 2018. The last time it hit this high of an index was back in 1998 when the CSI reached 83.

What are the Rest of these Numbers Saying?


What are the Rest of these Numbers Saying?


The percentage of customers who were dissatisfied with their experience dropped to 10% while 79% reported they were completely satisfied. To put that into perspective, only 66% said they were satisfied in 2010, and 54% said they were satisfied back in 1998. In fact, according to the American Customer Satisfaction Index, large businesses are getting the message that customers want meaningful changes.

The 2017 study showed that Americans’ satisfaction with business has increased significantly over the past decade, reaching a record high of 81 on a 100-point scale—a jump of more than 20 points since 2007. The 2017 results also showed increases in satisfaction across all 11 industries studied.

The fact is, in 2018 many organizations have made significant investments into improving their customer service experience; leading to higher levels of customer satisfaction and loyalty.

How important is Customer Satisfaction in 2022?

To see if customer satisfaction is still a monitored topic, look at the customer satisfaction statistics in 2022. We do not know if this will continue to be the metric used for organizations to track and monitor.

Customer service should be more of a priority as companies will now use these metrics as accountability and will work towards it. Customer service is an important part of the business. There should be increased efforts by firms to ensure they can manage both internal and external customers.

With this in mind, they’ll also have a greater understanding of how satisfied their customers are with them, especially when compared to other competitors. The new era of customer service has continued to improve through companies doing so, leading to greater satisfaction with the way they handle customer services.

Customers have a very strong choice when choosing a product or service; which is why they will choose the one they think will be the most likely to meet their needs.

Customer Satisfaction Metrics Checklist for 2022

How to Measure Customer Satisfaction?

1. Surveys:

In order to conduct a customer satisfaction survey, organizations ask customers for their opinion to check their satisfaction rate with the organization’s dealings with them so far. Email surveys are done or through contact centers by phone callers who ask targeted questions about the purchase experience, service quality, etc.

2. Feedback Forms:

Feedback forms are written questions to customers emailed to them, asking for their opinion on a particular product or service. Customers fill out the form and a return email is sent to the organization along with their responses. Hence, the only difference between a feedback form and a survey is that feedback forms give users more convenience.

3. Issuing Social Media Surveys:

Additionally, social media surveys are also a type of survey. They allow users to share their opinions on brands or products they know and/or give feedback on their effectiveness. Bloggers or social media professionals use this survey to read out their opinions and findings to educate others.

Essential Customer Satisfaction Metrics to Boost Satisfaction Rate

Moreover, a lot of companies struggle with customer satisfaction, largely due to the fact that they are not monitoring their metrics or are not being strategic in how they use them. Here is a list of seven essential customer satisfaction metrics you should track and process.

1. Customer Satisfaction Rate:

The percent of customers who consider their experience to be positive, defined as scoring 8 out 10 or more on a 10 point scale. Moreover, customer satisfaction stands as the tallest requirement for any business.

2. Net Promoter Score (NPS):

Net Promoter Score

A customer satisfaction metric that surveys customers on their response to five choices of responses to the question: “From your own experience, how likely are you to recommend this product or service to a friend or colleague?” The higher the score, the higher the likelihood. Thoroughly, this metric is useful in highlighting your most satisfied customers and how they may be valuable in other markets.

3. Order Value Index (OVI):

The ratio of an item’s cost divided by its revenue from orders above a certain dollar threshold; typically used for inventory management. Additionally, it calculates the average revenue of an item, based on its unit cost and quantity sold. OVI can be very useful for understanding which items in your inventory fulfill customer demand with high-profit margins.

4. Average Revenue Per User (ARPU):

The ratio of monthly recurring revenue divided by user count. Also, this metric is fundamental to understanding the financial viability of your entire business.

5. Customer Lifetime Value (CLV):

A formula that represents the total profit attributed to a single customer over their lifetime, discounted back to present value. Based on their estimated growth rates and future purchase forecasted from them from new customers acquired via referral marketing. Also, this formula determines the value of a customer in your database.

6. LTV:

A calculation that measures the total future profit from existing users projected by multiplying their future purchase rates by their average monthly recurring revenue. This formula is useful for measuring the potential return on investment in acquiring new customers. Also, it serves as a good benchmark for underperforming products, which has been a common problem in business today.

7. Churn Rate:

The percentage of customers who stop using a product, calculated by taking the total number of customers lost in a given time period and dividing it by the total number of active customers at the beginning of that time period.

Wrap Up

These seven customer satisfaction metrics are useful for understanding your business’s financial viability. Moreover, these metrics craft new strategies to increase customer acquisition and retention. Which is critical to driving growth in any business.

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