Companies are constantly researching and modifying their strategies for measuring customer satisfaction. More of an art than a science, customer satisfaction sheds light on important components of a company’s sales and business strategy. Studies have shown that a high rate of customer satisfaction often translates into a large loyalty percentage and to word-of-mouth recommendations.
An article on Business Insider details the strategy at Trada (a company that administers a PPC marketplace for agencies and advertisers to connect with PPC experts): a unique approach to gauging customer satisfaction. “There’s a small smiley face in the nav bar. It can exist in only one of four states – Happy, Meh, Unhappy or Confused. It can only be set by the customer themselves and customers are regularly prompted to update its status.”
The face starts neutral, and there is no default face that prompts customers towards one sentiment over another.
The idea behind the widget is pretty ingenious. The company selected four distinct, easy to depict emotions that run the gamut between happy to upset, and that includes the mehs and headscratchers in between.
This goes far in eliminating the confusion and potential misinterpretation that exists with number scales and open commenting forums. One person’s five could be another person’s seven. One person’s irate could be another person’s annoyed. There is a lot of room for misinterpretation in those types of scales.
However, if someone self-identifies as unhappy through a frown face, it covers every possible emotional degree from the tamest (frustration) to the most extreme (rage) and all others in between and even those loosely related (sad, upset, disappointed, worried, agitated) emotions.
Only depicting four emotions may seem limiting, but it is actually the opposite. Per the article: “it is easy enough to use that customers engage with it and it can only exist in a limited number of states so it gets rid of the gravitation away from the edge that larger measurement scales tend to produce.”
In other words, the measurement scale is so simple that it is highly effective in identifying those customers that need more high-touch service to generate a more satisfactory experience, and for those who are generally happy or neutral about their interactions.