You should never ignore the importance of customer satisfaction. There are dozens of factors contributing to the success (or failure) of a business, customer satisfaction is one of them. It’s important to track this factor and work on improving it in order to make your customers more loyal and eventually turn them into brand ambassadors. If you don’t care about customers’ satisfaction, don’t expect them to care about your services or products. Sad, but true. The sooner you face it, the better you’ll perform.
High-standard customer service can win your clients’ hearts and make you recognizable within your target group. Nowadays when social media play such an important role in making decisions it’s crucial to keep an eye on a quality of customer service you provide. Not convinced yet? What if we provide you with 5 more solid reasons why customer satisfaction is not only important but also beneficial for your brand?
1. A Loyal customer is a treasure you should keep and hide from the world
According to White House Office of Consumer Affairs, on average, loyal customers are worth up to 10 times as much as their first purchase. Some research says that it is 6-7 times more expensive to acquire a new customer than it is to keep a current one. Banks or mobile providers know it best, so they don’t have any problem with going an extra mile for a customer who is not quite satisfied and often offer him something special. Not only it is more expensive but also much more difficult to keep existing and loyal clients (let alone keeping them fully satisfied and happy!) than to gain some new ones. Take this rule into account while organizing your customer service processes and do your best to look after them.
2. They can stop being your clients in a heartbeat
Is not rocket science, nowadays clients easily switch their love brands. It is often caused by terrible customer service. Clients waiting for ages to get feedback or comment from a brand? Unacceptable! But it still happens. And gaining clients’ trust takes up to 12 positive experiences to make up for one unresolved negative experience.
“When customers share their story, they’re not just sharing pain points. They’re actually teaching you how to make your product, service, and business better. Your customer service organization should be designed to effectively communicate those issues.” – Kristin Smaby, “Being Human is Good Business”.
You can’t gain customers’ satisfaction for ever, you need to look after them all the time. Try to talk with them, instead of to them. Ask questions, offer constant support, send personalized messages or offers, use targeted website surveys, email surveys or any other technique that will help you communicate with your customers. Take care of each and every of your clients’ need and you’ll be rewarded with their gratitude and loyalty. Sounds like a good deal, doesn’t it? Brands often take their audience for granted, and they’ve never been so wrong – one decision, or lack of it, can result in losing a lot of clients and their respect. That’s why measuring clients’ satisfaction is so important.
3. It’s (all) about the money, too
It shouldn’t be surprising, but the customer satisfaction is also reflected in your revenue. Customers’ opinion and feelings about the brand can affect, in both positive and negative way, the essential metrics – such as the number mentions and repeated transactions, and also customer lifetime value or customer churn. Happy customers won’t look at your competitors offers – they will happily interact with your brand again, make a purchase and recommend the product further. If you meet all of their requirements and answer their needs while delivering the best quality of your services, they will be fully satisfied. Not to mention your brand will increase sales revenue!
Measuring customer satisfaction should become your daily habit – not something you do from time to time and only if you’re about to face a crisis management. If you don’t know how to do it right, you can take a look at our guide to measuring customer satisfaction to make things easier.
4. Customer satisfaction is a factor that helps you stand out of the competition
Kate Zabriskie once said that “Although your customers won’t love you if you give bad service, your competitors will.” and we couldn’t agree more. Your competitive rivals are just waiting for you to make a wrong move. What is more, they can often play a role of an instigator. Being prepared for their provocations is not enough if you don’t know how to deal with the negative backlash. However, if you provide your customers with an amazing customer service, you will gain arguments to convince those uncertain of your services.
5. Great customer experience can take your brand places
The importance of customer satisfaction should never be neglected. You should consider it especially while planning your marketing and positioning campaigns. Satisfied customers are more likely to share your content across the social media. They will also more keenly interact with your posts, leaving some delightful and admirable comments. Later you can use it as the source for case studies and success stories. Being an example of a company that provides a ravishing customer satisfaction? Every brand should aim for it.
Providing a great customer service will satisfy both you and your targets. They get a proper service, you get a proper revenue and everyone is happy. As simple as that. Think, is there something more you can do to better treat your audience? That’s why you should never forget the importance of customer satisfaction. It’s high time to face the truth – your brand can always do better!