How to Measure Customer Satisfaction

Complete Guide: Discover the step-by-step procedure + ready-to-use template.

Marketing Partner


Business Partner


Business Partner


This article is edition No. 9 of our Growthletter, the newsletter where we publish advanced ecommerce strategies every week


In today’s email, I’ll explain the exact procedure we use to measure customer satisfaction.

As Growth Marketers and entrepreneurs, we must not only measure marketing actions…

But we also need a method to measure satisfaction around the product.

BONUS 🎁: for those who make it to the end, there will also be an easy-to-implement template.

A too-often underestimated aspect in ecommerce is the product.

We could have the coolest marketing in the world, the most technically optimized advertising…

But without a functioning product, we’re doomed to fail.

The reason is very simple: the coolest marketing and the best advertising can lead to the first sale.

However if the product does not meet people’s expectations, they won’t come back to buy.

Ecommerce is a game that works and brings profit in maintaining customers, not in the continuous acquisition of new ones.

Moreover, a satisfied customer is the best marketing lever possible, because they can generate word-of-mouth, testimonials, and effective UGC.

An unsatisfied customer, on the other hand, will generate negative word-of-mouth, which, in the long run, will severely damage your brand’s perception.

Here is the exact procedure we use with our partners to measure satisfaction and optimize the product.

Strap in, let’s go 😎

Every ecommerce should understand quantitatively how satisfied people are with their product.

Think about it for a moment…

If you want to optimize campaigns, you can make a change and see if the CPA has decreased.

You have clear feedback based on measured data…

If you want to optimize your product, how do you measure it?

This is where customer satisfaction measurement comes into play.

Measuring customer satisfaction is crucial because it allows you to:

  • Identify product-related issues.
  • Identify experience-related issues (customer care, packaging, shipping, etc.).
  • Gather ideas for new products.


How do you measure customer satisfaction?

Note: The world of Customer Satisfaction is vast, with different approaches and metrics (NPS, CSAT, CES, CLI, …)

For an ecommerce that wants to measure satisfaction around the product experience, according to our research, the best metric to use is CSAT.

CSAT is calculated based on a survey consisting of one question asked immediately after the purchase and the receipt of your products.

The wording of this question can depend on the type of product and sector, but usually looks like this:

“How satisfied are you with the product you received?”


Responses are on a scale from 1 to 5:

  1. Not satisfied at all
  2. Slightly satisfied
  3. Indifferent
  4. Quite satisfied
  5. Very satisfied

How to analyze the results?

You might think it’s enough to analyze the results by making an average. Actually, no.

Remember, we want to understand how many customers were satisfied and how many were not.

Therefore, CSAT is expressed as a percentage index:

Divide the number of positive responses (“Quite satisfied” and “Very satisfied”) by the total number of responses collected.

Example: 196 customers responded to the survey, 110 of these responded positively (i.e., on a scale from 1 to 5, with values between 4 or 5). The calculation will be:

110 ÷ 196 x 100 = 56%

The 56% percentage is the CSAT value, i.e., the percentage of satisfied customers.

Obviously, the higher this value, the more our product satisfies our customers.


It is also essential to analyze how the CSAT moves over time…

Suppose you want to use new, more beautiful, and well-crafted packaging to improve the unboxing experience.

You could analyze the CSAT value before and after to see if there has been an improvement in correlation with the new unboxing.


When to measure customer satisfaction?

The best time to send a survey is after the user has received the product and has had enough time to evaluate it.

Therefore, the type of product we are selling must be considered…

If we sell a bag, then we can send the survey after 5-7 days, as the person will have had enough time to see it well and wear it.

If we sell a facial serum, that shows its results over a few weeks, then we could wait 4 weeks before sending   the survey.


BONUS TIP: Going Deeper.

After collecting quantitative data, i.e., the CSAT, it’s crucial to go deeper into the reason for the response.

CSAT can give you a picture of your customer’s satisfaction, but it doesn’t exactly tell you why they are satisfied or not.

Therefore, in addition to the CSAT, you must add a follow-up question to collect qualitative data.

Here are the follow-up questions I recommend using:

  •  After “Slightly satisfied” and “Not satisfied at all” 👇 How do you think we can improve?
  •  After “Indifferent” and “Quite satisfied” 👇 What can we do to make you say “wow” next time?
  •  After “Very satisfied” 👇 What did you particularly like?


In this way, in addition to quantitative data, you manage to collect qualitative data that provides you with precise input on what you need to improve.

You might discover some aspects of your product that you need to improve.

For example, surveys we conducted on Be Your Bag allowed us to identify some issues with certain models we hadn’t noticed (e.g., “colors in real life different from the website”, “handles too short”, etc.)


Or, you might find out that your product works well, but customers are not satisfied because the packaging arrived damaged.

In that case, you can talk to your courier, or opt for a more rigid cardboard.

In other projects we’ve worked on, one of the most critical points that lowered satisfaction was customer care.

Having data at hand allowed us to convince the entrepreneur to invest in the customer assistance department.

The power of data, convincing even the most skeptical 😎


As promised, to thank you for making it to the end, I want to give you the CSAT Questionnaire template we use internally.

The tool we use is Tally, in my opinion, the best tool for creating surveys and questionnaires.

It has a free plan where you can do pretty much everything you want.

At this link, you find the CSAT Questionnaire template, just create a Tally account and then import the template by clicking on the button at the top right.

Furthermore, I want to give you an additional tip:

Consider purchasing Tally Premium (€25/month) to collect more quantitative data to measure CSAT.

Indeed, the current questionnaire includes 2 questions:

  1. The question for CSAT
  2. The open-ended question to collect qualitative data


About 40-50% of the participants respond to the first question, but when they get to the open question, they abandon it.

With Tally’s free version, until they complete all the questions, you can’t collect the data.

With the premium version, Tally allows you to collect data from people who don’t complete it.

Thus, you’ll have much more data for measuring your CSAT.

we wave, you grow

Related Growthletter

The Strategy of Progressive Profiling

The Strategy of Progressive Profiling

How to improve the main asset of your ecommerce: the data you own!
The Big Lie About Abandoned Carts

The Big Lie About Abandoned Carts

The recovery of abandoned carts is one of the biggest lies we're telling ourselves.
The Ask Phase: The Missing Link in Your Funnels

The Ask Phase: The Missing Link in Your Funnels

How to optimize a funnel phase everyone forgets and no one talks about: the Ask phase.

Become our next success story

Click below and send your application to become our next success story.

iscriviti alla growthletter

Ottimizza e scala il tuo ecommerce in soli
5 minuti a settimana

Ottimizza e scala il tuo ecommerce in soli 5 minuti a settimana

Richiedi l’accesso gratuito ⬇

Scala il tuo ecommerce in soli 5 minuti a settimana

Ogni settimana strategie, tips e consigli avanzati per ottimizzare e scalare il tuo ecommerce.