By Forbes Councils Members in Forbes Business Council, featuring JC Abusaid, CEO/President
Many businesses invest significant time, money and effort into keeping customers happy. While the results of such investment can be clear when a company receives glowing reviews and returning business, customers are often not vocal about their experiences, making it difficult to determine whether their expectations are being met or exceeded or if CX is unsatisfactory.
Developing more concrete methods to effectively monitor and quantify customer satisfaction is essential to gaining a better idea of how your current business practices are landing with customers. Below, 19 Forbes Business Council members share methods they use to accurately measure customer success and happiness and ensure they stay on the right track.
1. Build Communication Systems
Customer success isn’t something we measure from a distance—it’s embedded in our DNA. We’ve built a “web of communication” that starts with project managers having weekly conversations with customers. Our regional managers don’t just review reports—they pick up the phone. Our C-suite prioritizes annual visits. This system ensures no customer voice goes unheard and no feedback goes unacted upon. – Brian Helgoe, Monarch Landscape Companies
2. Actively Listen
We listen closely. Regular check-ins and candid feedback conversations are key. If clients are returning, referring others and trusting us with more complex needs, it’s the clearest sign we’re doing something right. – Brittany Harrer Dolin, Pocketbook Agency
3. Combine System Reliability With Client Engagement
Customer success is best measured through a combination of system reliability and proactive client engagement. I rely on performance data, such as uptime and response times, and pair it with structured feedback from clients. When partners consistently return and expand projects, it’s a clear sign we’re meeting and exceeding expectations. – Guy Mannino, Verdek
4. Monitor Retention And Churn Rates
Client retention and churn rates are the only valid measures in my experience. Using any descriptive feedback is valuable, but it can potentially be biased or dependent on the individual and the specific period in time when the feedback is given. In addition to the two already noted, renewal and upsell metrics are also healthier ways to measure customer success. – Martina Seferovic, OIP Inc.
5. Establish Consistent Feedback Loops
We measure client success through consistent feedback loops. This includes using post-session surveys, progress check-ins and retention rates. We track emotional and relational growth over time, not just satisfaction. True client happiness shows up when they feel empowered, seen and supported—and keep showing up for themselves. – Kristina Aran, EVOLVE Integrative Psychotherapy
6. Develop An Online Reputation Management Process
Customers can be wildly uninhibited when online, which is why every business needs an online reputation management process to track real-time activity related to their brand. Whether a company is utilizing free tools like Google Alerts or hiring a third-party service for more robust coverage, it’s essential to regularly assess online exposure to measure customer sentiment and make timely business adjustments. – Lincoln Jacobe, 6 Pillars Marketing
7. Examine Clients’ Natural Behavior
Track repeat behavior with zero prompting. When clients come back, refer others or upgrade without being nudged, that’s real success. It shows they felt value, not just saw it. Instead of chasing stars, we chase loyalty. Behavior speaks louder than feedback forms. – Mohammad Bahareth, MOHAMMAD BAHARETH CONSULTING & RESEARCH OFFICE
8. Implement Regular Surveys
Leverage structured and recurring surveys that are embedded into normal business processes. The idea is to eliminate the bias coming from external factors that may influence results. These surveys need to be broad, random and ongoing to provide insightful, actionable information. – John Abusaid, Halbert Hargrove
9. Leverage Net Promoter Scores
Client happiness in a B2B marketplace starts with strong partnerships and ends with measurable impact. At DesignRush, we use Net Promoter Score metrics to track how likely clients are to recommend the agencies they work with. It’s a clear signal of satisfaction and a direct measure of how well our platform delivers meaningful, high-value connections. – Gianluca Ferruggia, DesignRush
10. Track Client Referrals
The No. 1 way to measure client satisfaction is to track how many client referrals you receive. Focus on creating raving fans, not just happy customers. Raise the bar! In order to create raving fans, remember to start by creating raving employees. – Amy Pocsik, Bold Moves
11. Watch For A Natural Increase In Work Scope
Monitoring when your scope of work naturally begins to expand is a good gauge. When clients request additional support or lean on us beyond the original scope, it’s a strong sign they trust and value our work. This is a key opportunity to schedule a check-in or join a meeting to talk directly with the client. It’s also a great time to assess how things are going and explore ways to grow the partnership. – Karen Herson, Concepts, Inc.
12. Observe Clients’ Willingness To Share Their Plans
We help companies in their digital transformation journeys. The willingness of our clients to provide visibility into their plans and roadmaps is a good indication that we have earned their trust and respect. Proactively seeking feedback from clients and working to fix issues before they boomerang goes a long way in establishing trust. – Mukund Raghunath, Acies Global
13. Examine Outcomes And Feedback
In psychiatric care, we measure success via clinical outcomes and patient-reported feedback. Using tools like the PHQ-9 or GAD-7 to monitor symptom improvement, we collect post-session feedback to assess the patient experience, including how supported, heard and respected they felt. This helps us evaluate clinical progress and the relational quality of care, which are both critical to long-term engagement. – Amanda Marlar, My Psych Match
14. Monitor Net Revenue Retention
We track net revenue retention alongside qualitative feedback. If customers are expanding their spend over time, it’s a strong signal they’re seeing value—but we don’t stop there. We also pair that with short, open-ended surveys asking what would make them never want to leave. This combination reveals both satisfaction and opportunity. – Haokun Qin, Gale
15. Perform Quarterly Business Reviews
I prioritize quarterly business reviews to measure customer satisfaction. I gather feedback, address challenges and align on future strategies. This proactive approach builds strong relationships, ensures ongoing success and increases client satisfaction. – Shawn Short, S. Oliver Short Financial Services
16. Conduct Check-Ins
Implement constant check-ins and communication. As an agency, we often have bi-weekly or monthly calls with clients, because communication is everything. Tracking and asking what we can do better or differently at least twice a year keeps everything on track and ensures we know our clients are happy. – Kimberly Afonso, The KA Consulting Group
17. Ask For Video Testimonials
One powerful way to measure customer success is through video testimonials. When clients are willing to share their story on camera, it signals trust, satisfaction and impact. It goes beyond surveys, capturing the emotion behind the experience and becoming a tool to attract more aligned customers. – Paige Williams, AudPop
18. Look Beyond Completed Transactions
Track recipient satisfaction beyond transaction completion. My method is to measure each client’s emotional response after every interaction, not just purchase satisfaction. For example, we’ve achieved a 98.62% recipient satisfaction rate by tracking how gifts make people feel rather than just delivery confirmations. Happy customers become advocates when you measure and optimize for emotional impact rather than transactional metrics. – Archer Chiang, Giftpack
19. Assess Relationship Sustainability
Success is measured less by sentiment and more by sustainability. Determine if you’re building relationships that deepen over time and scale across mandates. If a client not only returns but also entrusts us with larger mandates, that’s a tangible signal we’ve delivered. If they call you before making their next big decision, that’s when you know you’re not just a service provider, but a strategic partner. That’s success. – Salman Khan, The Gideon Group Inc.
