How to leverage your existing reviews to measure customer satisfaction
Although studies show that as many as 80% of companies say they deliver "superior" service, only 8% of customers agree with this assessment.
If we'll all agree that measuring customer satisfaction is important, let's drill down into the typical ways companies measure this today:
- In-app surveys
- Post service surveys
- Email surveys
- Volunteered feedback
The problem with the options above is that they create yet another ask from your customer, which means translates in two ways: you may ultimately harm your relation with the customer by bombarding them with emails, and you will have a very low response rate.
This led us to start considering way in which we could measure customer satisfaction using data that you already have, namely your reviews. At Reviewshake we use machine learning and natural language processing to automatically derive insights from reviews.
How do we do it? We split a given review into sentences, and run each sentence through our proprietary machine learning model to assign it a sentiment score and category, in other words what the sentence is talking about. This could be anything from shipping and customer service to price and ordering.
The resulting data allows us to visualize a number of very important trends:
Customer satisfaction over time
This graph plots your customer satisfaction over time across all your reviews, and highlights the day-by-day fluctuations in customer feedback. At a glance, we can see that this company had issues on the 18th and 19th of October which would merit investigation.
This graph is important for a number of reasons:
- It gives you as a manager a bird eye view of your business, without trawling through thousands of reviews to do so.
- It helps you track trends over time, meaning that you can measure return on any changes you make and continuously improve.
- It helps you keep your team accountable for any fluctuations below a given score.
- We can compare this data to that of your competitors, so you can make sure you perform better.
This spider chart allows you to see your customer satisfaction score for a number of areas of your business, as compared to your competitors.
Customer satisfaction per category
We can also see the customer satisfaction score per category over time, which helps detect trends and drill deeper into each category.
If you think this type of customer satisfaction measurement could be interesting to your business, feel free to schedule a demo to learn more!