Without any say you would agree with the fact that: the chances of a having a repeat customer is higher, when the customer is happy and satisfied with the experience he has had with your product or service. Repeat customers will become loyal customers and brand ambassadors too. It is possible to deliver better service, when you measure and implement feedback. Hence, a Customer Satisfaction measurement program is important.
It costs less to serve satisfied and long-term customers. It is also true that loyal customers will pay a price premium and will generate word of-mouth referrals to other prospective customers.
A good Customer Satisfaction measurement program (CSM) can be designed using the following skeleton:
Note: We suggest chalking a CSM program as you learn through this article. This exercise has transformed several business and can have the same impact on your business too.
Define the objectives of running a Customer Satisfaction Measurement program.
- Identification of customer priorities
- Learn about customer’s tolerance band
- Receive a first-hand input on your company’s performance
- Seek performance ratings relative to your customer’s priorities
- Understand performance ratings relative to your competitors’ performance
- Establish priorities and actions for improvement
Develop the Research Design
- Develop design flows from the stated objectives
- Development ensures reliability
- Shows ability to provide consistent results
- Measure the original intent
- Eliminate bias
- Develop meaningful questions targeted to the customer
Asking the right questions during the survey is the most important factor. The answers you receive from the customer forms the base of your data, based on which the organization will design the action plan and implement the feedback. The questions you intend to ask the customer must cover:
- Product attributes
- Service attributes
- Organizational attributes
- Behaviour attributes
Benefits of Satisfaction Surveys
- Improve customer, client, or employee loyalty
- React quickly to changes in the market
- Identify and capitalize on opportunities
- Beat the competition
Acquiring true “customer satisfaction” is an organization’s ability to attract & retain customers and build superior customer relationship. It is not that simple! Every interaction a customer has with a company‘s products & services will be a reflection on quality.
Customer satisfaction measurement Program (CSM) should be treated as a MIS tool that continuously captures the voice of your customer through the assessment of performance from the customer’s point of view. The data and important facts collected acts as a platform for the strategic alignment of organizational resources to deliver whatever is most important to customers.