If you think that keeping your customers happy is just something that is “nice to do but not essential,” then you shouldn’t be in business. The whole point of an enterprise is to remove pain points and get stuff done so that your clients don’t have to worry about it. They shouldn’t be chasing you late in the evening or at weekends to get things done. It should all be ready to go from the outset.
What Do We Mean By Customer Satisfaction?
No company can literally make customers happy. That’s a fleeting state that even the most advanced of philosophies or religious faiths can’t maintain. However, what you can do is generate a sense of satisfaction – at least in your particular domain.
Customer satisfaction is the process of ensuring that your products meet or exceed customer expectations. It sounds deceptively simple, but it is a lot more complicated than you might imagine.
For starters, expectations vary from customer to customer. For one person, the perfect accounting service just sorts everything out for them and deals with their statements. For another, it’s somebody who offers consulting and even business advice too.
Rigging The Game
Fortunately, though, you can find creative ways to rig the game. While expectations differ from person to person, they’re also malleable. You can artificially lower what people expect from your products (without damaging sales) while delivering a better service than they expected at the same time.
The first golden rule is never to over-promise what you can deliver. You want to be reassuringly conservative in the negotiating phase of any interaction. Point out difficulties and show what the likely outcome will be. Always hold something back that might benefit the customer and then deliver than when they are least expecting it. For instance, something as simple as a follow-up phone call can tremendously improve the experience’s overall perception.
When it comes to customer satisfaction, avoiding outright mistakes is essential. You need to ensure that you’re always finding ways to prevent claims of negligence or damages.
You can protect yourself to a large extent with the right business policy. Getting insurance lets you sidestep the financial ramifications of most claims, especially those relating to errors and omissions on your part.
But you also need a company-wide policy designed to prevent any mistakes from arising in the first place – at least those that will wind up hurting customers. A happy customer is a good thing. A customer scorned is something that should legitimately scare you.
If you get customer satisfaction right, you can look forward to a host of benefits. For instance, happy clients are around twice as likely to recommend you to family and friends. They’re also more likely to leave positive reviews and spread the word about your brand to their peers.
Some will even become brand ambassadors – essentially unpaid marketing agents who just love your enterprise and want more people to benefit from it. Those are the kind of results you want.