{"id":991684,"date":"2026-04-16T10:28:34","date_gmt":"2026-04-16T10:28:34","guid":{"rendered":"https:\/\/customersx.ch\/measuring-customer-satisfaction\/"},"modified":"2026-06-14T22:55:15","modified_gmt":"2026-06-14T22:55:15","slug":"measuring-customer-satisfaction","status":"publish","type":"post","link":"https:\/\/customersx.ch\/en\/measuring-customer-satisfaction\/","title":{"rendered":"Measuring customer satisfaction"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">More than half of all German companies still evaluate customer feedback by hand. Measuring customer satisfaction thus still has enormous digitalisation potential.<\/p>\n\n<p class=\"wp-block-paragraph\">The majority of German companies (75%) do systematically collect data on the satisfaction of their customers; however, when evaluating the collected data, more than half of companies (53%) use no software, but continue to evaluate the collected data by hand. This starting situation shows that improving <a href=\"https:\/\/customersx.ch\/content\/customer-centricity-canvas\/\">customer centricity<\/a> should often first begin in the areas of customer-value-based decision making and customer-centric transformation. It is important to use digitalisation in order to acquire the data more efficiently and then evaluate it. This presupposes a transformation of the organisation.<\/p>\n\n<p class=\"wp-block-paragraph\">The survey shows that the overwhelming majority of the companies surveyed (75%) currently use a method for measuring customer satisfaction \u2014 most frequently the Net Promoter System (54%), followed by the classic customer-satisfaction metric (34%). The use of satisfaction measurement depends on the size and age of the company as well as on the business model and industry. Among companies that are 50 years or older, 82% measure customer satisfaction; at very large companies (&gt;50,000 employees) it is as much as 96%. The smaller the company, the lower this proportion. This result is always surprising, since it should fundamentally be much easier, precisely for smaller companies, to measure customer satisfaction. With regard to business models, it turns out that above all end-customer-oriented industries (B2C, B2P) systematically address the topic of customer satisfaction (85% and 82% respectively), whereas &#8216;business-to-business&#8217; companies neglect the topic more strongly \u2014 here only 65% measure customer satisfaction. A big omission that usually takes bitter revenge at the latest when trying to sell innovations.<\/p>\n\n<p class=\"wp-block-paragraph\">The use of customer-satisfaction measurement turns out very differently within industries: almost all companies in the energy and water supply (100%, n = 8), pharmaceutical and healthcare (89%, n = 9) sectors carry out a customer-satisfaction measurement. In contrast, customer-satisfaction measurement is far less widespread in (online) retail (62%, n = 101) and the media and telecommunications industry (56%, n = 36). This result is surprising. After all, the latter two industries in particular have considerably simpler possibilities for measuring customer satisfaction.<\/p>\n\n<p class=\"wp-block-paragraph\">In order to obtain detailed information about the components of customers&#8217; satisfaction, or to determine the drivers of satisfaction, companies frequently use, in addition to the quantitative measurement of satisfaction (e.g. with the NPS score), follow-up questions in order to illuminate further dimensions of satisfaction (e.g. response speed, friendliness, quality). Of the companies surveyed here, 66% use follow-up questions for satisfaction measurement. 20% of companies explore satisfaction and its drivers by means of further selection questions (so-called &#8216;multiple-choice questions&#8217;); 46% ask their customers for further information by means of an open text field. The majority of the companies surveyed still fall back on a manual evaluation here (53%). That means that companies (have someone) read the individual statements and possibly categorise them (for example through so-called coders). This manual text evaluation is certainly valid and allows the finest linguistic nuances to be captured, but is very laborious and thus expensive. Here, precisely for smaller companies, the question arises of how this requirement could be implemented efficiently and cheaply.<\/p>\n\n<p class=\"wp-block-paragraph\">When asked how the information from customer-satisfaction measurement is used, 64% of the companies surveyed state that they improve their products and services. General goals such as strengthening customer centricity (54%) or steering the company (43%) also play an important role. Only a smaller portion of companies uses satisfaction measurement to identify particular customers \u2014 whether dissatisfied (34%) or delighted (24%). 8% of companies (i.e. almost 30 of the 325 respondents) do not utilise the results of satisfaction measurement in any way.<\/p>\n\n<p class=\"wp-block-paragraph\">These results are not surprising. It is not the customer who is in focus, but the offerings and the company. With this example, the fundamental misunderstanding of many people regarding the term customer centricity can be illustrated. Although 54% of the participating companies state that they want to use the data for strengthening customer centricity, identifying the customers \u2014 or segmentation and subsequent value-oriented cultivation \u2014 falls by the wayside. Here there is still a lot of educational work to be done on what customer centricity actually is. Many of those responsible, unfortunately, still equate customer centricity with offering or experience quality, and not with value-based customer-relationship management. Overall, it can be noted that, although metrics now exist in many companies, their acquisition and use still have massive potential.<\/p>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/idw-online.de\/de\/attachmentdata81384\" target=\"_blank\" rel=\"noreferrer noopener\">To the study results<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>More than half of all German companies still evaluate customer feedback by hand. Measuring customer satisfaction thus still has enormous digitalisation potential. The majority of German companies (75%) do systematically collect data on the satisfaction of their customers; however, when&#8230;<\/p>\n","protected":false},"author":1,"featured_media":991686,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[62],"tags":[],"class_list":["post-991684","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-centricity"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Measuring customer satisfaction - CustomersX<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/customersx.ch\/en\/measuring-customer-satisfaction\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Measuring customer satisfaction\" \/>\n<meta property=\"og:description\" content=\"More than half of all German companies still evaluate customer feedback by hand. Measuring customer satisfaction thus still has enormous digitalisation potential. The majority of German companies (75%) do systematically collect data on the satisfaction of their customers; however, when...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/customersx.ch\/en\/measuring-customer-satisfaction\/\" \/>\n<meta property=\"og:site_name\" content=\"CustomersX\" \/>\n<meta property=\"article:published_time\" content=\"2026-04-16T10:28:34+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-06-14T22:55:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/customersx.ch\/wp-content\/uploads\/2026\/04\/Kundenzufriedenheit_CustomersX.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1716\" \/>\n\t<meta property=\"og:image:height\" content=\"1140\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"tivar.kelmendi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"tivar.kelmendi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/customersx.ch\\\/en\\\/measuring-customer-satisfaction\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/customersx.ch\\\/en\\\/measuring-customer-satisfaction\\\/\"},\"author\":{\"name\":\"tivar.kelmendi\",\"@id\":\"https:\\\/\\\/lba.ndi.mybluehost.me\\\/website_e1cd8f5b\\\/#\\\/schema\\\/person\\\/4a3bae2b0eddcbcb94d98de140c5a03b\"},\"headline\":\"Measuring customer satisfaction\",\"datePublished\":\"2026-04-16T10:28:34+00:00\",\"dateModified\":\"2026-06-14T22:55:15+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/customersx.ch\\\/en\\\/measuring-customer-satisfaction\\\/\"},\"wordCount\":708,\"publisher\":{\"@id\":\"https:\\\/\\\/lba.ndi.mybluehost.me\\\/website_e1cd8f5b\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/customersx.ch\\\/en\\\/measuring-customer-satisfaction\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/customersx.ch\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/Kundenzufriedenheit_CustomersX.jpg?fit=1716%2C1140&ssl=1\",\"articleSection\":[\"Customer Centricity\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/customersx.ch\\\/en\\\/measuring-customer-satisfaction\\\/\",\"url\":\"https:\\\/\\\/customersx.ch\\\/en\\\/measuring-customer-satisfaction\\\/\",\"name\":\"Measuring customer satisfaction - 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