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Do your customers feel happy and content in interacting with your brand ? It’s a simple question answerable with an easy “yes” or “no”, but not every brand will be able to boast of good customer satisfaction.
Customer satisfaction lies in the idea of enhancing customer experience by best serving customer needs. This means that the brand should be exactly what the customer is looking for and the customer’s requirement should be the brand’s priority.
This is particularly difficult to achieve especially in today’s fast moving and dynamic business world where needs and preferences change faster than the weather. This combined with the objectives of any brand to stay in the market and occupy a quality leadership necessitates the need for keeping a tab on customer mindset when it comes to how they feel about the brand and it’s products.
And it’s not a matter of failure if brands discover that their customers are not happy. Moreover, it provides an impetus to the brand to stay ahead of the market and work on improving their offerings to better serve their customers instead of being blind-sided by lack of customer retention.
As Bill gates rightly pointed out:
CSAT score steps in as an accurate measurement model for brands to rely upon for measuring their current customer satisfaction
CSAT is a simple quantitative research model that helps the brands in measuring customer satisfaction. This method uses simple questioning and feedback to calculate your customer’s current state of satisfaction and guides the brand in the right direction.
The advantage of using such a method is that unlike other quantitative models, CSAT scores do not require a specialized knowledge of data analytics or a separate study to be carried out. Feedback is something that brands regularly gather from their customers. CSAT uses the same feedback to give the brand a numerical value of what percentage of their customers feedback is positive.
This allows the brand to follow up their strategy in the right direction. If a good percentage of customers are satisfied with what they are getting from the brand, the brand can focus on targeting new customer without worrying about their existing customer loyalty and retention.
On the other hand, a low percentage of CSAT simply serves as an early warning signal indicating that the is brand is lagging behind and needs to step up in order to make their customers happy and prevent churning. This requires certain steps to be takes to ensure that customer needs are met and the customer journey is seamless .
One of the major drawbacks of calculating CSAT scores is that being quantitative comes with understanding only the “What” and not the “How” that qualitative information provides. So brands do get to know that they have a service gap that is creating a shortfall in their customer service but stay in the dark regarding exactly which area they need to work upon.
So there are certain general steps that every brand can take and actively implement in their strategies to enhance customer satisfaction.
A low customer satisfaction is an obvious representation of the lack of knowledge that the brand possesses about their customers. Designing a comprehensive value offering that meets the customer needs is imperative for a good customer experience. Researching target customer to identify customer requirements, the features they look for and the prices they are comfortable with are all prerequisites to ensuring that customers get attracted to the brand its products and customer satisfaction is maintained.
Your customers are looking for answers, interactions or registering complaints through multiple touchpoints. Keeping them waiting worsens the image of the brand. Engagement must be kept prompt by monitoring online interactions and customers must be assisted to the fullest.
Your employees should be allowed to take their call independently without waiting for any kind of clearance or instruction. This goes with the promptness argument and makes the employee trust his own abilities. Being confident allows your employees to serve customers better and leaves the customer satisfied.
With CSAT you can identify the presence of a drawback. Conducting online follow ups and targeting customers who provided negative feedback can help assess the reason behind their dissatisfaction. This is one of the simplest methods of narrowing down your focus to improve the pain points which are currently bothering your customers
With consumers becoming more aware of different issues, such as animal rights and environmental degradation, they are shifting their focus to brands that are helping these causes. Take measures to run more ethically, and become more socially responsible, to show your customers that your values align with theirs. Customers are more likely to continue doing business with an organization that is contributing to the betterment of society.
Your customers talk about you continuously through social media. Websites such a LinkedIn, Instagram , Facebook and many others can be a source of valuable information for the brand. Brands need to pay careful heed to every tag, comment, tweet and conversations that mention their name for understanding what is the general media sentiment.
No customer likes to repeat themselves every time they talk to brand personnel. Every small detail matters. Customers feel valued if the person they are talking to addresses them by the name and does not have to be explained what their problem was, when did they have their last interaction and what progress was made. Customer journey mapping goes a long way when it comes to keeping a tab on your customers.
Customers should be allowed the courtesy of explaining what their problem is. The key to good customer service stand in listening and noting down small details that can help. Sometimes , venting the problems that the customer has is enough to calm the customer and makes them appreciate the patience shown by the company personnel.
Customers feel a lot more satisfied with the solutions being offered to them if they know what the problem was and the solution that the brand has for it. By being thorough and open to your customer, you are showing them there s nothing to hide and brand keeps the customer’s best interest in mind.
Your customers can only be satisfied with your service, if the employees that are serving them do so, whole-heartedly. Before jumping on to any external tasks, make sure your employees are content with how the brand operates and their role in the whole process. Your customer satisfaction is directly related to the devotion your employee has for your company.
There is no standard guide to excellent customer satisfaction. It’s just about keeping the customer at the forefront and thinking how a product or service would benefit them.
Doing your research about the kind of target market you have, what do they prefer, conducting feasibility studies etc may sound a lot of tedious work but the end result makes the complexity of these task, completely worth it.
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