There are a few tools that you can use, outside of reporting in your helpdesk or CMS, that can really help provide you with insightful, useful reports. Consider third-party tools if you would like to get more data, but aren’t able to do so with whatever you are currently using for tooling.

Google Analytics

Google Analytics is part of the Google Suite of tooling and can be an incredibly robust tool for understanding better what customers (and employees for that matter) are doing on your site. When using it to track for customer satisfaction, you can look at the following metrics to help you get a handle on what’s going on:

• Bounce rates. How often do people come to your marketing site and then leave?
• Engagement rates. How well are people engaging with your content and your site? Are they returning often? Do they stay long when they do visit? These kinds of metrics are a great representation of loyalty.
• User flow. Google analytics allows you to see user flows, which show you where your users are going and how they get there. This is especially useful when paired with Goals, the next item on the list.
• Goals. Goals allows you to track conversion and outcomes of specific events tied to pages on your site. When used with user flows, it makes for a very impactful story about how your customers are using your site, and if it’s in the way that you would like.

Google analytics might not be for everyone as it can be fairly technical to install, but once you’ve got it going, it’s incredibly robust. Beyond most other tools, it can help you keep a close set of eyes on what’s happening with your site and what you could be doing better.

Customer Surveys

Lastly, we talked a lot about surveys and how beneficial they can be for tracking metrics. There are some fantastic survey tools out there, so we wanted to compile a list for you.

• GetFeedback
• SurveyMonkey
• Appcues
• VWO On-page Surveys
• MySurveyLab
• UserCompass
• Chattermill
• HowLikely?
• Informizely
• InputKit
• Retently
• Survicate
• Promoter.io
• Trustfuel NPS
• Downright.io
• Code Barrel
• eNPS
• Feedier
• Enalyzer
• Retently
• Advize

Sending out different surveys like NPS or CSAT is an excellent way to gain both qualitative and quantitative insights about your company and what you could be doing better. Many of these services offer build-your-own survey functionality, so you don’t have to pick a single format (like just NPS or just CSAT) and can instead use the same service for multiple different types of surveys.

Make sure that you have a plan in mind as you move forward so that you can pick the survey tool that has all of the features that you need. For example, if user path tracking is important to you, look for a more enterprise tool. Similarly, for example, if you’re looking for a pre-built NPS template, look for a tool that specializes in NPS. Your tools will only be useful if you do a little bit of work before picking them out.