What is the Customer Happiness Score ® and why should you be measuring it?

Mike Scott

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Mike Scott

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Posted on
December 4, 2018

The Customer Happiness Score ® is a new way to measure and manage customer happiness as a means to drive business growth.

It’s a simple number between 0-100 that tells you everything you need to know about your business. It’s all in the name really, the score dictates how happy your customers are.

Why does customer happiness matter?

It pays to care how your customers feel. Why? Because happy customer spend more, buy more often and tell their friends. Happiness has a strong correlation to the health of your bottom line.

No brand is above their customers. No matter how big they are. We see countless examples in our high streets and our newspapers where businesses have failed to deliver on the customers’ needs.

It’s knowing, not guessing, how your customers feel that sets you apart from the competition. If you know how they feel you’re better equipped to meet their needs and secure their custom long term. Knowing what makes your customers happy helps you deliver a top class customer experience that will keep them coming back again and again.

A solid understanding of the level of customer happiness in your business is important for two key reasons.

  1. Customer happiness reveals a lot about business performance

Knowing how happy your customers are tells you certain things about the health of your business and its opportunities. It can help you identify quick wins, long-term improvements and easy ways to boost your bottom line. Evaluating your current short fallings can help you improve your profitability potential going forward.

Measuring customer feelings would:

  • Highlight staff training needs.
  • Spot persistent problems with products and services.
  • Provide an accurate view of business performance over time.
  1. Customer happiness dictates future actions

Knowing how customers feel means you can predict what they’ll do next. That allows you to take action to boost buying behaviours and reach a wider audience of prospective new customers.

Knowing who feels what would empower you to:

  • Invite happy customers to tell their friends on and offline.
  • Exercise damage control with unhappy customers.
  • Allow you to target your marketing campaigns more effectively to reach new customers.

How do you measure customer happiness?

You have to ask.

This makes surveys the easiest and most efficient way to collect this data. Don’t panic, this isn’t like the long form surveys of old. Reams of paper, excessive questions and tedium that could put an insomniac to sleep are the enemy of businesses and their customers. The Customer Happiness Score ®, operates in a different way.

Your business’ score is generated in real time customer feedback. This feedback secures exceptionally high response rates because the survey doesn’t ask too much of the customer. The results are comprised from the answer to just one question: The One Question.

A simple one question survey asking how the customer feels will garner all the information you need to establish if you’ve met their expectations or missed the mark.

A novel collection method of clickable emoji faces ranging from ‘Actively Unhappy’ to ‘Actively Happy’ means you hear from the silent majority. This provides accurate actionable results.

Why faces? Emoji icons have become part of our daily discourse. They’re simple accessible and engaging. Even non-fluent English speakers understand the range of emotions even if they can’t read the question.

The question is so effective because it asks the customer to self-certify their happiness. There’s no guesswork by whoever’s looking at the results, nor does the customer have to apply their feelings to an 11 point scale. Whether the customer spares you 10 seconds or 10 minutes they’re able to contribute to your business because they know how they feel and the survey makes it easy for them to tell you.

This system collects both quantitative and qualitative data to give you a 360 view of your business. The ‘Tell us more’ follow up allows the respondent to expand on their feelings if they want, but doesn’t strong-arm them into if they don’t so there’s no barrier to entry. This means a higher number of people fill in the survey which provides you a better understanding of what motivates the majority of your customers to buy from your business.

What’s the best way to survey customers?

Giving your customers a voice is as easy as putting the system where they are. The Customer Happiness Score ® can be calculated by using The One Question Platform. This feelings-led system is as easy to use as it is versatile, allowing you to gather feedback in a number of ways.

  • Email: If your business has ownership of your customers’ email addresses you can use these to collect feedback from your existing customers. Simply upload your lists and send customers the survey.
  • Tablet app: A good option for bricks and mortar businesses. Download The One Question app to a tablet device. Hand this to customers after a transaction or mount it where they can access it near the exit.
  • Landing page: Direct customers to a landing page survey using physical prompts such as business cards or posters. Invite your customers to access these surveys by following a linked address or using NFC or a QR code accessible on their phone.

Unlike other industry standard systems that are overly concerned with a referral or settle for ‘satisfaction’, CHS ® puts customer happiness at the heart of your business. See how it compares to the Fortune 500’s method of choice Net Promoter Score. NPS VS CHS Which is right for my business?{LINK}

How is the score calculated?

The culmination of results from all your customer feedback surveys dictates your business’ score. If you receive a mass of ‘Actively Unhappy’ surveys you will generate a low score, whereas ‘Actively Happy’ feedback creates high scores. The scoring ranges from 0-100 making it simple to understand and easy to communicate.

The score updates with each piece of feedback and is visible on the dashboard of The One Question system. This means business owners and managers can respond to events as they happen and pivot when they need to. Alternatively, it can afford for detailed debriefs to help the team learn and improve on service procedures.

How can you use the Customer Happiness Score ® to manage happiness?

Knowing how your customers feel about your business is the first step to building good relationships. That includes strengthening relationships with happy customers and taking action to win unhappy ones back. There are a number of ways you can use this information for the betterment of your business.

Make informed business decisions

The Customer Happiness Score ® acts as a health check. It allows you to identify and rectify problems that are losing you customers. Low scores aren’t ideal but it means there’s huge potential to improve your business, providing you with the ‘why’ and ‘how’ to do it as well as the means to measure the results if yours changes. It can help you dictate your priorities when planning strategy.

The simple and logical nature of the score means it’s easy to communicate at all levels of the business. It makes discussing customer happiness accessible to everyone whether they’re on the frontline or sat in the boardroom.

The score operates on The One Question which is a SaaS platform. This means you can access the score anytime, anywhere on any device with an internet connection allowing you to manage customer happiness even when you’re away.

You can also test the success of customer initiatives without the expense of rolling out company-wide. Simply survey your customers before your trial to set a base rate of happiness and survey again after to test the effect.

Create brand advocates to reach new audiences

Making business improvements will have a strong bearing on customer retention. Giving your customers a voice inside your business positively encourages them to use it outside of it as well. The power of word of mouth marketing has grown exponentially now it’s migrated online, extending the reach of happy (and unhappy) references to your business.

Having a score dedicated to customer happiness shows your customers your commitment to their needs. The fact it’s summed up in the name means it needs no explanation. Use the score on your website, reference it on your social media and apply it to your marketing materials as valuable social proof.

Set the bar high, keep standards up

Listening to and acting on feedback will see your business grow, but once you’ve reached the pinnacle of customer happiness it’s not enough to rest on your laurels. You Customer Happiness Score ® is not fixed. If standards drop so will your score. Having an accurate measure of happiness makes managing it infinitely easier.

When every customer is effectively a secret shopper your staff are held to account. You can even incentivise positive behaviours with happiness-led bonus structures and celebrating high-scoring milestones together.

Even a slight change in your business’ score can signal trouble ahead. Spotting patterns in feedback allows you to address common problems. It also means you can hold deliberate debriefs with your staff to optimise and standardise service levels. The score gives you the means to unite the team behind a common goal, working together to put the customer at the heart of everything you do.

A score that puts happiness at the heart of your business

At whatever stage of your growth journey, evaluating where you are and where you want to be is a step in the right direction. The Customer Happiness Score ® allows you to do that by revealing how your customers really feel.

NPS and its counterparts create ambiguous results that offer little insight and lots of guesswork. The Customer Happiness score ® is generated by first-hand feedback by the people who matter the most: your customers.

Exclusively used by The One Question, the Customer Happiness Score ® is uniquely placed to help measure, manage and market happiness in your business. Book a free demo of The One Question platform to get your Customer Happiness Score ® and start making positive changes today for a happier tomorrow.

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