In an era where customers are increasingly demanding, customer satisfaction is crucial and leads to countless benefits for brands, including increased loyalty, word-of-mouth marketing and ultimately higher revenue.
A Walker study suggests that by 2020, customer experience will be the key differentiator for all businesses, overtaking product and price. That means if you don’t already have an incredible customer satisfaction strategy in place, you’ve got less than 12 months to transform your contact centre.
What is Customer Satisfaction?
Customer satisfaction is a term that everyone knows. It’s the ultimate goal of any customer service department. After all, a happy client is more likely to be a repeat customer. However, it’s fair to say that appeasing your customers has become more complex in recent years. Interactions between brands and their consumers are taking place on an increasing number of channels, and the people you serve are becoming increasingly demanding.
Using customer satisfaction as a measurement of how happy your customers are with your product or service can provide your business leaders with actionable insights that they can use to transform your service strategy. The more you know how to read and understand satisfaction, the more you can use it to your advantage.
Let’s look at how you can make sure that you’re keeping up with customer care expectations by measuring and improving customer satisfaction.
The Benefits of Customer Satisfaction
The benefits of customer satisfaction can be huge for any business, regardless of its size and industry. On a basic level, your commitment to appeasing your consumers will show them that you value their opinion and their experience. At the same time, you’ll open a door to information about how your client care strategy can be improved. This means that you’re more likely to pinpoint unhappy customers and eliminate their concerns before they abandon your business.
To unlock the benefits of customer satisfaction, you need to first know how to measure this complex metric. For most companies, the best solution is to look at “CSat” – the key performance indicator that tracks how people feel about your products or services. Through simple customer surveys, you can discover exactly how people feel about their interactions with your organisation and look for ways to deliver the experiences your people need.
How to Measure and Improve Customer Satisfaction
The easiest way to measure CSat is with a quantitative survey asking a simple question: “How would you rate your satisfaction with the service you received?” Respondents can answer the question using a scale of 1 to 5, where 5 stands for “very satisfied” and 1 indicates that your consumer was dissatisfied. Your results can be averaged out to give you an overview of your satisfaction score, but most people calculate CSat by dividing the number of satisfied respondents (4s and 5s) by the number of survey responses. To build on this quantitative information with qualitative insights, search through other pieces of consumer information to find out what differentiates happy and unhappy customers in your community.
Use previously collected testimonies to find out what people like and dislike about your service.
Engage with your customers regularly – both happy and unhappy – and learn from what they say.
Deliver a consistent experience across all channels and provide quick resolutions to problems – no matter where people choose to contact you.
Don’t Underestimate Customer Satisfaction
Customer Satisfaction is a crucial KPI that needs to be measured by all companies – no matter how big or small you are. This metric will make sure that you stay in line with your customer’s expectations in an ever-evolving marketplace so that you can embrace the only real differentiator for our modern world. With the multiplication of digital channels, measuring customer satisfaction becomes even more critical. By asking customers their feedback on each channel, you can more easily identify which touch points are the best and which ones should be improved. That way, you will be able to offer the same quality of service across all channels, as expected by customers.
Don’t underestimate the importance of knowing what your customer thinks about your brand. At the end of the day, their opinion is the only one that matters.
Learn how to push CSat higher and higher by joining our webinar on Thursday 28th February. Richard Kimber from The Customer Experience Coach and Julien Rio from RingCentral will be discussing the following topics:
Creating positive conversations
Getting more from your CSat scores
Developing a better customer experience
Exceeding customer expectations
Ring Central will be present at our CIO event in Said Business School, Oxford Univeristy on March 2019. To learn more, contact GB Intelligence on 01633 749520 or at email@example.com.
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