How do you evaluate user satisfaction ?

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What is user satisfaction ?
The satisfaction of your users, the contentment that your users feel when they are using your product and services or interacting with your brand in anyway - The feeling that they have done right, that their choice is right, that they got the best, that they have paid the right cost, that they are with a good company.

Why do you need to evaluate user satisfaction ?
If you don’t know how satisfied your users are and it they are getting any kind of satisfaction at all - these people will be immediately snatched by your competitors who know what do you offer and what you do not offer. So knowing the user satisfaction is important to retain the users, bring continual improvement, compete with other brands, keep up with user demands and drive the growth of you and your users.

What can give you false idea about user satisfaction ?
The confusing internal and external surveys, improper interviews, focussed groups and other evaluation methods. Just ask yourself by doing this do you know your customers better now or you have just added one more statistical slide to your presentation. Don’t believe in anything, just because it is done professionally - before you do that - understand first what you need to know and what would be the use of that outcome. The aim of any such surveys would be to include it in our roadmap, strategy and implementations.

What is the right way of judging user satisfaction ?
Forget, user satisfaction. Any business would just think about that with the same concept in mind and would get the same results. You would always be in  competition with similar set of people and play up in the quarterly rat race. Make your users happy, take a big leap and become the leaders.

How & Why to know if you are making your users happy ?
Can you have 10 real testimonials per customer or user interaction points. 10 people each where they were extra satisfied and happy to know your front sales executive, call centre guys, management, partners, other customers. Just try doing that and you will know how difficult it is to get these 10 customers testimonials at every phase of user interaction. How easy is to ask 10 questions and get yes/no answers and how difficult is to get compelling stories. The idea thus should be to make customers happy and not just satisfy them - I can be just satisfied b’cos it was convinient for me to do so, but has the brand met my all expectations or done anything beyond my expecations level. That extra makes me the fan, makes me the evangelist and gives that company a extra kick in the pants.

Read user satisfaction = customer satisfcation = consumer satisfaction

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