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Customer satisfaction research · tracking

Find out what your customers really think, and watch how it changes over time.

Continuous customer satisfaction tracking with analysis and clear recommendations, from a research firm that’s been doing this since 1992.

Request a proposal See how it works
Satisfaction index
Snapshot: one survey tells you where you stand, not where you’re heading. Trend: the series shows the dip, the impact of the change and a 12-point gain. Illustrative data
01/12 · The problem

Sound familiar?

  • Comment 01 · Customer churn

    “By the time I find out a customer was unhappy, they’re already gone.”

  • Comment 02 · Too much data

    “We have tons of scores, but no idea what to do with them.”

  • Comment 03 · No trend line

    “We ran a survey two years ago and haven’t measured anything since.”

All three have the same root cause: satisfaction was measured once, or measured without a plan to turn the scores into action.

02/12 · What it is

What customer satisfaction research with Checon looks like

Customer satisfaction research measures how your customers, users, citizens or employees experience your organization: service, products, turnaround times, channels and the relationship as a whole. You don’t just get data from Checon. You get an analysis of what drives satisfaction and clear recommendations on where to act.

A one-off study and a tracking program use the same methodology. The difference is time.
AspectOne-off study the snapshotTracking the trend
Question it answersWhere do we stand today?Are we getting better or worse?
FrequencyA single surveyFixed intervals, using the same core questionnaire
ComparisonAcross groups, at one point in timeAcross groups and across waves, with significance testing
Management useDiagnosisTargets, action plans and proof of what worked
03/12 · Who it’s for

Who it’s for

Every audience raises a different question. The research is built to answer it.

  • B2C companies retail, services, utilitiesQ1. Why are my customers leaving for competitors?

    What you getThe reasons customers leave, ranked by impact, plus a profile of who’s most likely to go next.

  • B2B companies manufacturing, distribution, servicesQ2. How do my business customers rate our sales team and after-sales support?

    What you getA score for every stage of the relationship, from sales to after-sales, and where it starts to slip.

  • Public sector and nonprofits agencies, authorities, regulatorsQ3. Are citizens satisfied with the service they receive?

    What you getSatisfaction by service, channel and region, comparable year over year.

  • Associations and networks such as Sebrae and FecomércioQ4. Do our members see value in what we deliver?

    What you getThe perceived value of each product and service, by member profile.

  • Employees staff and teamsQ5. How satisfied are our employees, and what’s the climate like across teams?

    What you getTeam climate by department, and the factors that matter most to employee satisfaction.

04/12 · Applications

Types of customer satisfaction research

You can mix and match in a single program: for example, a relationship survey twice a year plus transactional surveys every day.

  • Relationship satisfaction

    A broad view of the customer’s relationship with your brand, across every touchpoint.

    When to use it: on a set schedule, every six months or once a year.

  • Touchpoint (transactional) satisfaction

    Feedback on a specific interaction, while the experience is still fresh.

    When to use it: right after a purchase, a service call, a delivery or an on-site visit.

  • NPS: likelihood to recommend

    A 0–10 loyalty metric that’s easy to track and benchmark.

    When to use it: as your headline KPI for tracking and target-setting.

  • Customer service evaluation

    Courtesy, wait times, resolution and clarity of information.

    When to use it: for contact centers, complaints teams, retail stores and phone support.

  • Customer journey

    Satisfaction measured at each stage, to pinpoint where the experience breaks down.

    When to use it: when the overall score drops and nobody knows why.

  • Post-sale and onboarding

    How delivery, installation and the first weeks of use went.

    When to use it: in the first few weeks after the sale or go-live.

  • Lost customers

    Why customers left, and what would bring them back.

    When to use it: after a cancellation or a period with no purchases.

  • Competitive benchmarking

    Satisfaction with your brand compared with the alternatives on the market.

    When to use it: to find out whether your score is actually good, or just looks good.

  • Products, services and communications

    Testing materials, channels, launches and changes before and after they go live.

    When to use it: when testing something new or reviewing a channel.

  • Employees and partners

    Satisfaction among employees, resellers and suppliers.

    When to use it: to take care of the people who deliver your customer experience.

05/12 · How we measure

How we collect data, how often, and how you keep track

How we collect data

  • Online survey sent to your customer base by email, text message or WhatsApp.
  • Phone interviews with trained interviewers and supervised calls.
  • In-person interviews at the point of sale, at events or at service locations.
  • QR codes and kiosks on site, for people who have just been served.
  • Research panel of pre-registered participants, to reach people who aren’t on your customer list.
  • Social media and paid ads to recruit respondents and, when needed, target the right audience with advertising.
  • Mixed methods to reach different audiences with the same core questionnaire.

How often

  • Always-onFeedback collected every day, right after each interaction, with results rolled up monthly.
  • Periodic wavesQuarterly, twice a year or annually, always with the same core questionnaire so results are comparable.
  • Event-triggeredAfter a purchase, a closed support ticket, a contract renewal or a cancellation.

How you keep track

  • Online dashboard updated after each wave or in real time.
  • Executive reports with analysis and recommendations.
  • Low-score alerts so your team can follow up with the customer fast.
  • Results debrief to walk through the findings and the action plan.
06/12 · Why tracking pays off

Customer satisfaction tracking: why it pays to measure continuously

Measured once, satisfaction is a snapshot. Measured over time, it becomes a management tool. The numbers on the chart show where each benefit kicks in.

Satisfaction index, month by monthindex 95% confidence interval target
Monthly satisfaction index, with the change marked Illustrative data. The index falls from 72 in March to 67 in May. A new delivery process starts in June; from then on the index climbs to 78 by December, passing the target of 75 in September. 6065707580 JanFebMarAprMayJunJulAugSepOctNovDec target 75 New delivery process 12346
Illustrative data. The April dip shows up before customers start cancelling; the June change has a measurable effect; in September the gain is statistically significant and the index passes the target.
  1. 1See the trend, not just the numberKnow whether satisfaction is improving or declining, and how fast.
  2. 2Measure the impact of what you doCompare before and after a change: a new service model, a campaign or a process.
  3. 3Act before you lose the customerSpot a drop in satisfaction before it turns into churn.
  4. 4Data-driven targets and incentivesStable metrics for setting team and location targets.
  5. 5One yardstick for everyoneCompare locations, regions and channels with the same questionnaire and the same calculation.
  6. 6Separate noise from real changeZ-tests for percentages and t-tests for means show whether a change between waves is statistically significant or just chance.
  7. 7Prioritize investmentIdentify which attributes carry the most weight in overall satisfaction.
  8. 8A track record that becomes an assetA data history your company builds over time, and no competitor can copy.
07/12 · How we analyze

From score to decision

Checon doesn’t just hand you a number. We show you what drives satisfaction and where to invest first.

A

What matters most to overall satisfaction

Key driver analysis (multiple regression)

“Service, price, turnaround time or quality: which one moves the overall score most?”

We measure how much weight each attribute carries in overall satisfaction. That separates what customers say matters from what actually moves their score. You get a ranking of attributes by impact and a four-quadrant priority matrix. Tap an attribute to see what it means.

Priority matrix with illustrative data: each attribute’s impact on overall satisfaction versus its performanceFix nowMaintainMonitorDon’t over-investPerformance (average score, 0–10) →Impact on overall satisfaction (beta) →6789First-contact resolutionProduct qualityWait time for serviceStaff courtesyBilling clarityDelivery timePriceApp and websiteCommunications and noticesEase of signing upLoyalty program
Illustrative data.
How to read the numbers

Performance is the average score customers give the attribute. Impact is the attribute’s standardized coefficient (beta) in the regression on overall satisfaction: the higher it is, the more the overall score rises when that attribute improves. Betas can be compared with one another.

Beta is not R². R² applies to the model as a whole and tells you how much of overall satisfaction the attributes explain together. In this example, R² = 0.64: the 11 attributes explain 64% of the variation in the overall score.

Ranking by impact (beta)
First-contact resolutionFix now · performance 6.6 · beta 0.31

It moves the overall score more than any other attribute, and it’s one of the lowest rated. Start here.

B

Which questions belong together

Factor analysis

“We ask 30 questions. Which underlying dimensions do they really measure?”

We group questions that move together into a handful of dimensions. That makes the dashboard simpler and lets you shorten the questionnaire in future waves.

30 questionnaire items grouped into 5 dimensions: Customer service (8), Reliability (6), Value for money (5), Digital channels (6), Messaging (5)Customer service8 questionsReliability6 questionsValue for money5 questionsDigital channels6 questionsMessaging5 questions
Output: 4 to 6 dimensions, each with a name and a weight. Illustrative example.
C

Custom satisfaction index

Your own 0–100 metric

“What’s the right metric for us, one that reflects our strategy?”

Together with your team, we build an index of your own, based on your goals, the attributes that matter in your business and the weights from analyses A and B.

  1. 1Understand goals and targets
  2. 2Define dimensions and attributes
  3. 3Validate with factor analysis
  4. 4Set weights with key driver analysis
  5. 5Set targets and track them over time
Overall index75out of 100 · target 80
  • Customer service weight 32%74
  • Reliability weight 26%82
  • Value for money weight 18%71
  • Digital channels weight 14%69
  • Messaging weight 10%80

A 0–100 score for each dimension and overall, comparable over time and across locations, that you can tie to team targets. Illustrative example.

Also included
  • Customer segmentation: groups with different satisfaction profiles, such as loyal promoters and at-risk detractors.
  • Wave-over-wave and segment comparisons with significance testing: z-tests for differences between percentages, such as the share of satisfied customers, and t-tests for differences between means, such as the average score. They show whether a change is real or just chance.
  • Open-ended comment analysis: themes and sentiment drawn from what customers write in their own words.
08/12 · How it works

How it works, wave after wave

These are the six steps of the first wave. After that, each cycle restarts at fieldwork, with the action plan adjustments built in.

  1. 01Discovery

    Goals, audiences and the decisions the research will support.

  2. 02Design

    Questionnaire, metrics, sample and frequency.

  3. 03Fieldwork

    Data collection through the most suitable channel, with quality control.

  4. 04Analysis

    Statistical processing and comparisons across waves and segments.

  5. 05Reporting

    Dashboard, report and presentation with recommendations.

  6. 06Follow-up

    Refining the action plan and preparing the next wave.

09/12 · What you get

What you get

The numbers on the dashboard match the deliverables listed here.

  1. 1Online dashboard with filters by period, location, profile and channel.
  2. 2Executive report with the key findings and recommendations.
  3. 3Driver analysis showing what most influences satisfaction.
  4. 4Customer comments organized by theme.
  5. 5Raw data for your team’s own use.
  6. 6Presentation of the results to senior leadership.
Satisfaction dashboardPeriod: Jul–Dec · Profile: all · Channel: all1
Satisfaction index78▲ 3 pts vs. previous wave
NPS41scale of −100 to 100
Satisfied82%top-2 box (4 and 5)
Responses3,214this period
Index trend
JulAugSepOctNovDec
Dimensions 3
  • Customer service74
  • Reliability82
  • Value for money71
  • Digital channels69
  • Messaging80
Comments by theme 4
  • Slow follow-up214
  • Friendly service187
  • Confusing billing96
Low-score alerts12customers to contact today
  • 2Executive report
  • 5Raw data
  • 6Leadership presentation
Illustrative data. Use the buttons to filter by location.
10/12 · Why Checon

Why Checon

  • Trust

    Since 1992

    More than 30 years in research, with over 500 projects in Brazil and abroad.

  • Experience

    Research at scale

    More than 5 million interviews conducted in the last 10 years.

  • Fieldwork

    In-house fieldwork team

    Phone and in-person interviews run by a trained, supervised team.

  • Real time

    Always up-to-date data

    Automated dashboards and reports: after every wave, or every response, results are ready with no manual rework.

  • Analytics

    Statistics built in

    Significance testing across waves and segments is part of every analysis: z-tests for percentages and t-tests for means.

  • ISO

    Quality and data protection

    Processes certified to ISO 20252 since 2010, and data protection in line with Brazil’s LGPD.

11/12 · Case studies

Real case studies

Clients are identified by industry only, as in all our case studies.

  • Energy and infrastructure · Employees

    Listening to, measuring and tracking internal communications

    1. Challenge

      Find out whether internal messages were understood, trusted and relevant, not just opened.

    2. Solution

      Online focus groups, a web survey of all employees and an online community.

    3. Result

      A diagnosis of channels and formats, plus ongoing internal communications tracking the company had never had before.

    16online focus groups with more than 100 employees
    Read the full case study →
  • Financial services · Public sector

    A low score warns that something is wrong. It doesn’t say what.

    1. Challenge

      Understand why public-sector clients of a financial institution were giving low satisfaction scores.

    2. Solution

      Online in-depth interviews with public-sector clients and with the teams that serve them.

    3. Result

      An improvement agenda built around what clients and staff both saw as priorities.

    2sides of the same relationship heard: clients and staff
    Read the full case study →
  • Consumer services · Lost customers

    Before asking why customers stopped, confirm that they stopped

    1. Challenge

      Understand why customers of a digital reordering service had stopped placing orders.

    2. Solution

      Phone survey of inactive customers, first confirming each customer’s actual status.

    3. Result

      Fixes to the customer journey and different win-back actions for each type of inactive customer.

    6points in the journey examined, from technology to billing
    Read the full case study →
12/12 · FAQ

Customer satisfaction research and NPS: common questions

Question 01

What’s the difference between a satisfaction survey and NPS?

NPS is a single metric: on a 0–10 scale, it measures how likely a customer is to recommend you. A satisfaction study gives you the full picture. It includes NPS and other metrics, and covers service, price, turnaround times, quality and every touchpoint. That’s what explains why your score is where it is, and where to act. In practice, NPS is usually one of the metrics tracked in the program.

Learn about NPS research
Question 02

How often should we measure satisfaction?

It depends on how many interactions you have and how quickly the experience changes. Service and touchpoint surveys work well on an always-on basis, right after each interaction. Relationship satisfaction is usually measured in quarterly, twice-yearly or annual waves. What matters most is keeping the same interval and the same core questionnaire, so waves can be compared.

Talk to a specialist
Question 03

How many people do we need to survey?

It depends on the precision you need and how many groups you want to analyze separately. For a large population, about 400 interviews give a margin of error of 5 percentage points, and about 1,070 give 3 points, at 95% confidence. If you want to compare locations, regions or channels, each group needs a large enough sample. The sample size calculator on our site gives you a first estimate.

Open the sample size calculator
Question 04

Do you use our customer list or recruit respondents?

Either works. Most satisfaction studies use the company’s own customer list, since those are the people who actually had the experience. To hear from competitors’ customers, prospects or people you have no contact details for, Checon recruits respondents through its research panel, social media and, when needed, paid ads.

Talk to a specialist
Question 05

How is our customer data protected?

The data you share is used only for the research, with access limited to the project team, and handled in line with Brazil’s data protection law (LGPD). Results are reported in aggregate, and a customer is only identified to you with their consent, as with low-score alerts. Our processes follow the ISO 20252 standard.

Talk to a specialist
Question 06

How long until we see the first results?

It depends on the data collection method, the sample size and the questionnaire design. The proposal includes a full timeline, from discovery to the first presentation. After the first wave, the next ones are faster, because the questionnaire, dashboard and reports are already in place.

Talk to a specialist
Question 07

Can we start with one wave and turn it into a tracking program later?

Yes, and it’s a smart way to start. The first wave is your baseline: it shows where you stand and tests the questionnaire. Later waves use the same methodology and start showing the trend and the impact of your actions.

Talk to a specialist
Question 08

How much does customer satisfaction research cost?

It depends on the audience, the data collection method, the number of interviews and how often you run waves. That’s why every proposal is tailored. Tell us what you need to track and we’ll send a proposal with scope, timeline and pricing.

Talk to a specialist
Further reading

Articles on satisfaction and metrics

See all articles →
Management · 6 min readMetrics to manage and improve your businessPeter Drucker, still regarded as the father of modern management, continues to offer valuable lessons…Read the article →Management · 4 min readWho are your customers, and how well do you know them?The basic requirement for the success of any venture is knowing and monitoring its market and, more specifically, the expectations…Read the article →Quantitative · 8 min readMargin of error and sample size: a practical guideHow the margin of error works, how many interviews you need and why population size matters less than you might think.Read the article →
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