How important is customer satisfaction?

If you don’t satisfy your customers, your business will fail. The data backs it up. Growing businesses are more likely to prioritise customer success than those with stagnant or declining revenues. Successful customers can also become your best salespeople; our research shows that 77% of people have shared positive experiences with businesses in the last year.

Customer satisfaction is defined as a measure of how satisfied customers are with a company’s products, services and facilities. Customer satisfaction data, including surveys and ratings, can help a company determine how best to improve or change its products and services.

The main objective of an organisation should be to satisfy its customers. This applies to industrial companies, retail and wholesale businesses, government bodies, service companies, not-for-profit organisations and all sub-groups within an organisation.

When will customers be happy?

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Focus on problem solving:

Always offer your customers solutions that solve their problems, taking into account their specific requirements, wishes and needs.

Ensure future solutions:

Fast fixes that quickly lose their value in your customer’s mind are appreciated. You go beyond your customer’s immediate need for a solution and provide them with the means to meet their long-term goals, if possible, by equipping them to address future needs independently.

Always exceed expectations:

The best way to stand out from your competitors is to make an indelible impression in the minds of your customers, and the best way to surprise them is to do something unexpectedly positive.

How does customer satisfaction affect the success of a business?

Satisfied customers tend to stick around. Once you prove to your customers the return on investment they get from working with you, they will stop looking for other options. Statistics show that you can spend up to five times more to acquire a new customer than an existing one – this has a direct impact on your revenue and the profit you take home at the end of the month.

Increase sales

In an era when customers have more options than ever to access services and more channels to talk about their experience with you, customer satisfaction becomes a necessity if you want to keep them for longer. Satisfied customers can also turn into brand ambassadors – and if customers are singing your praises, that’s a very good way to win more customers. Because satisfied customers will undoubtedly refer you to their contacts, one of the best sources for acquiring new customers.

Gives you an edge over your competitors

The tough economic climate around the world has meant that customers will be looking for more from their service providers than usual – and if you choose to remain customer-focused and committed to delivering a pleasant experience for them, your business is sure to have an edge over your competitors.

How to measure customer satisfaction?

Digital analytics can help you find out whether users are achieving their goals or how they interact with a particular website feature. But we can’t gauge their emotional response to any of this. It’s a mystery. If you measure customer satisfaction, you’ll get a peek into the emotional responses of your customers.

If we simply judge how the customer experience is in relation to the objectives met in GA, this score would probably be very high. Fortunately, most companies know that this is not how things are measured. We look at the data in context and with a mixture of additional data about the individual’s attitudes and behaviours. When it comes to optimising the customer experience and improving customer satisfaction, this is the right way to go.

Who do we look at to assess satisfaction? Ideally, any customer who has experience with your company is perfect for this. Wherever you can get involved in a customer satisfaction survey, that’s the best place to do it (being careful not to distract from a good customer experience, of course). In some cases, you’ll want to isolate certain groups of customers and do more in-depth research. Again, the customer capture depends on the answers you are looking for.


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