How to Measure Customer Satisfaction in Digital and Traditional Marketing

Want to find out if you’re kicking butt or missing the mark in your business? There are two ways that you could approach the measurement of customer satisfaction. As the saying goes: You can’t fix what’s wrong if you don’t ask!

First Way: Surveys

At the end of all customer service calls, e-mails, or online chats, you ask the customer to fill out a brief survey. The survey could be e-mailed to your customer immediately after the call. If you’re doing customer service within online chat, you could send a link to the survey directly in the chat window. Mostly, people won’t bother to fill out the survey, and I’ve found that surveys are sometimes too impersonal. BUT, I am not devaluing the worth of the data.

While we’re on the subject of data, you’ll have to make sure that you gather enough data to make sure that your end results are accurate. So for example, if you have a fairly low volume of customer service, you’ll want to analyze customer satisfaction results once per quarter. If you have a high volume, you could analyze once per month.

Here are sample questions to ask your customers:

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  • How satisfied are you with the purchase you made (of a product or service)
  • How satisfied are you with the service you received?
  • How satisfied are you with our company overall?
  • How likely are you to buy from us again?
  • How likely are you to recommend our product/service to others
  • How likely are you to recommend our company to others.

Second Way: Kristin Zhivago’s Method

If you’d like to get more candid and qualitative feedback from your customers, I suggest you designate a person to call them directly. The person to execute the questionnaire is a 3rd party, as customers are more likely to be truthful, according to Kristin Zhivago in Roadmap to Revenue.

Compiling the answers from this questionnaire is somewhat manual, but the insights you gather will be powerful for your business.

If you haven’t picked up the book, visit Kristin’s Zhivago’s website to pick up a copy of Roadmap to Revenue


After conducting these surveys and phone calls, you can then start to segment customer satisfaction in digital vs. traditional modes of customer service. You’ll then be able to justify the budget spent on keeping your customers happy, and you’ll also find areas of the business that need improvement.

Have you done these methods of collecting customer feedback? Have you taken action on the results? What are the shortfalls of either approach? Let us know in the comments below :)

  Discuss This Article

Comments: 2

  • Nick, you are correct in the 2 ways you spoke out. However, if you read Kristin Zhivago’s book in more detail, she describes why surveys can be inaccurate. In a survey, the questions are formulated from your own biases and sometimes people are forced to choose an inaccurate answer. She recommends phone interviews (not phone surveys)first, to find out what questions to include in the survey.

  • Hi Jordan,

    Yes, you correct. Surveys can be tricky. I actually agree with Kristin’s method over surveys. I suppose I misworded the way I described her method, but essentially I think she’s awesome!


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