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Customer satisfaction research services and capabilities

By monitoring the satisfaction levels of your clients over time your whole organization can make strategic decisions based on the insights. NewtonX B2B customer satisfaction surveys highlight different areas of the customer experience, which can be used to the benefit of different departments, such as:

  • Product: You can drive successful product development by prioritizing the needs and pain points that emerge from CSAT scores
  • Marketing: Use what your clients really love about your product or service to generate messaging that highlights these positives
  • Sales: Improve customer service at every stage by addressing any issues that customers express during the research

Customer satisfaction research strengthens your relationships with clients because you’re using the insights to regularly discover the answers to 2 key questions:

  • What do you love about our brand/product/service/service?
  • What else can we do to make you happy?

Measuring and optimizing your customers’ experiences improves your relationship with existing customers and generates a positive reputation for your brand. Delighted clients spend more, remain loyal and promote your organization just by sharing their genuine happiness with their whole experience. 

Regularly taking the temperature of your customer satisfaction levels means that you’ll notice any downturn in the scores immediately. You can take evasive or reparatory action quickly, to reduce customer churn and protect your reputation. 

Customer satisfaction research to deliver both scale and specificity

Our technology reaches across 140+ industries to give you the scale of a panel combined with the depth of an expert network. From professionals en masse to niche, hard-to-find audiences, the NewtonX Knowledge Graph can find the exact people to deliver the business insights you need. We’re the only customer loyalty research agency that’s developed proprietary research technology to keep up with market demands. Here’s just a sampling of who we pinpoint, for everything from 5,000+ participant surveys to curated groups of in-depth interviews.

140+

industries

  • Cryptocurrency specialists advising on hedge fund projects 
  • Advertising professionals overseeing brand spend
  • Reddit users that visit Reddit for NSFW content
  • IT decision-makers evaluating cloud software services

NewtonX helps industry innovators turn inquiry into impact.

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How a digital media platform uncovered advertiser perceptions with NewtonX brand tracking

We found specialized decision-makers with hands-on experience buying or selling digital media advertising through technology solutions.
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Capturing customer voice for a San Francisco ad tech giant

We used our AI-driven research methods to identify the professionals with the insights our client needed to keep up with the rapidly evolving advertising industry.
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Helping our client retain market leadership in the ad tech space

We designed a quarterly recurring brand tracker study spanning over 13 countries with 4,000 custom-recruited ad tech professionals.
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customer satisfaction research

What is customer satisfaction research?

Customer satisfaction research (CSAT) measures how satisfied your clients are with your brand, products, services, or customer service experiences. 

To usefully track levels of customer satisfaction over time, it’s important to keep the questions simple and measurements the same. The CSAT score is widely used across many industries to measure satisfaction with products or services. One simple survey question is asked of a buyer, similar in format to: ‘How satisfied were you with the product or service you received?’ The respondent is then given a Likert scale, from 1-5 or 1-10, with 5 being ‘very satisfied’ and 1 being ‘very unsatisfied’. 

customer satisfaction research

Why is customer satisfaction important?

Happy customers are more likely to spend more, to make repeat purchases, and to tell other people how great you are! Measuring customer satisfaction means that you see where your strengths and weaknesses lie and make strategic decisions based on these data-backed insights. 

Maybe your clients love the new feature, but are really unhappy with the online ordering process. With that one piece of information you can:

  • Promote the details of why they love the new feature in the next marketing campaign – capitalizing on the enthusiasm
  • Review and improve the online ordering glitches – with thank-you emails to clients that participated in the research, showing them that you really listen
customer satisfaction research

5 benefits of customer satisfaction research

There are benefits of customer satisfaction research that can be felt across your organization. 

  1. Save money: Retaining existing clients cost less than finding new ones.
  2. Better understanding: Customer satisfaction research gives you a deeper understanding of your customer base. It’s not about responding to a negative review or complaint. Understanding exactly where clients feel happy and dissatisfied along their buyer journey is hugely valuable – because you can change those feelings with action. 
  3. Happy customers: Customer satisfaction research helps you recognize where improvements are necessary and where strengths should be celebrated. Listening and responding to your clients will only make them happier and more loyal. CSAT scores can also be segmented into different buyer types, in order to better understand the patterns behind levels of satisfaction. 
  4. Strategic priorities: Insights from customer satisfaction research can make it very clear where investment and attention is needed first. 
  5. Growth: Happy customers tell other people why they’re so enamored by your brand, services or products. By addressing the things that are important to your clients you generate a positive reputation through their advocacy. 
customer satisfaction research

Customer satisfaction research process

It’s wise to work with a research partner on your customer satisfaction research. Navigating the process with experienced experts makes it less daunting, more efficient and generates the most valuable insights. 

Every NewtonX B2B customer satisfaction survey is constructed individually to suit the needs of each client. As with any research, the first step is to identify the objectives of your customer satisfaction research. NewtonX research experts will then guide you to the best combination of qualitative and quantitative methodologies to best find your answers. We’ll also create the survey and interview questions that are key to eliciting the most valuable responses from your respondents. You won’t be presented with raw data. All metrics are analyzed, presented in visually clear formats and delivered with actionable insights. 

How to measure customer satisfaction

There are a variety of different metrics you can use to measure customer satisfaction. 

To get an holistic view of your customer satisfaction levels, you need to complement this quantitative data with qualitative and behavioral insights. This list of metrics will tell you the what, but you need different kinds of expert surveys and interviews to tell you the why. 

Customer satisfaction score (CSAT)

As previously mentioned, this is designed to find out how satisfied a customer is with one particular interaction or experience with your product or service. Respondents answer on a Likert scale that gives them options ranging from ‘very unsatisfied’ to ‘very satisfied’. Taken on average, you get an overall level of customer satisfaction with that element of your clients’ interaction with your company.

Net Promoter Score (NPS)

This is another ‘one question, answer on a scale’ survey. It’s designed to elicit a gauge of customer loyalty. Questions are usually framed ‘on a scale of 0 to 10, how likely are you to recommend our brand/product/service to a friend or colleague?’ 

Customer effort score (CES)

How easy is it for clients to book an appointment, or fill in a form, or complete a purchase? The CES measures how much effort a client needs to put in, to get to the end of a task with your organization. Again, it’s one question with a scaled answer: ‘How easy was it to get in touch today?’ 

Customer churn rate

This is taken from your own internal data that records how many clients stop using your products or services between 2 date points. 

Retention rate

 Another figure that you already monitor. Your retention rate is expressed as a percentage of your clients who keep doing business with you between 2 dates. The figure that proves your level of customer loyalty.

Customer lifetime value (CLV)

How much will you make from each client during their entire relationship with your business?

customer- satisfaction- research

Turning customer feedback into action

NewtonX customer satisfaction research is presented to you with actionable insights based on your organization’s data findings. It’s always wise to consider an action plan when you’re planning CSAT research, it’s unlikely anything will be a complete surprise. 

Commonly, leaders identify patterns in their metrics so they can pinpoint areas with high levels of dissatisfaction and implement improvements. Your custom findings give evidence and impetus for any necessary change, wherever that’s needed in your organization. Use CSAT insights to make positive strategic decisions that build on areas of high customer satisfaction. 

 

Resources

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Take it from the world’s leading companies.

NewtonX’s platform gives us continued confidence that we’re sourcing the highest quality data to drive critical business decisions.

Jason Talwar
Insights Executive with 15+ years of experience (Salesforce, Tableau, Microsoft)

I was really excited when we found NewtonX. Their Custom Recruiting has genuinely been a game changer for us in terms of data quality. Not only do I have much greater trust in the data, but the variation in the data means I can more easily provide actionable direction for our product and marketing teams without finding myself rationalizing away bad data.

Matt Harris
Checkout.com Senior Customer Research & Insights Manager

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NewtonX is the only B2B research company that connects researchers with the exact professionals required to solve any problem.