Does your company genuinely engage in delivering customer satisfaction?

By Anders Björklund

Does your company genuinely engage in delivering customer satisfaction?

While it's one thing to espouse the notion of customer satisfaction, actively pursuing it is quite another. Understanding and measuring customer satisfaction is essential for any business. To truly embody this concept, it's crucial to comprehend the 'why', 'how', and 'what' of customer satisfaction.

In this article, I share insights into the nature and importance of customer satisfaction and why businesses need to adopt its measurement as a vital benchmark.

Defining customer satisfaction

Customer satisfaction is a measurable metric that reflects the contentment customers derive from their interactions and overall experiences with your company. This covers how your products and services meet or surpass their expectations and the ease and efficiency of their customer journey relative to other providers and alternatives.

Customer satisfaction paints a picture of a customer's emotions towards your brand, which businesses quantify through customer satisfaction surveys. These responses offer an understanding of the average level of customer satisfaction, providing insight into customer loyalty and indicative of the likelihood of customer referrals.

Why is customer satisfaction important?

Measuring customer satisfaction assists in identifying displeased customers at risk of defecting or leaving negative reviews. It also helps discover satisfied customers that can serve as brand ambassadors, evangelists, or referrers. Analysing these metrics makes it easier to forecast and pre-emptively address customer attrition.

Identifying unsatisfied customers

Knowing the extent of customer discontent is necessary to scrutinise feedback or modify your product or service to improve their experience. Hence, conducting customer satisfaction surveys, evaluating, and acting upon adverse feedback is essential. Irrespective of how disconcerting the negative feedback might be, these customers should be your top priority to prevent them from severing ties with your company. 

Identifying satisfied customers

By measuring customer satisfaction, you can discern those customers who are reaping benefits from your offerings and services. Customer success should be prioritised, and one fundamental way to identify and engage with successful customers is to solicit feedback. Remember, satisfied customers are the ones who will endorse you to their peers and facilitate new customer acquisition, all at no cost.

As is commonly said, retaining an existing customer is less costly than acquiring a new one, and repeat or referred customers tend to spend more.

Forecasting and proactivity through customer satisfaction

With customer satisfaction metrics, it becomes easier for customer-facing teams to plan and prioritise. With indicators of customer satisfaction levels, businesses can improve upon customer expectations and augment the customer journey. Decision-makers need data and trends to forecast performance and adapt strategies as necessary.

Inbound methodology and customer satisfaction

Customer satisfaction provides valuable insights that can enhance the performance of various internal departments, helping improve the overall customer experience and, consequently, satisfaction levels.

Marketing, Sales, Service, and R&D departments can leverage customer satisfaction metrics to guide interactions and initiatives. Companies demonstrating exemplary customer satisfaction can attract and engage customers more effectively due to their track record of delivering a relevant and engaging experience. Integrating customer satisfaction across all functions is key for those keen to incorporate an inbound methodology.

Attracting new leads with customer satisfaction

Most customers place more trust in their peers than in the business itself. A positive recommendation from a credible source usually makes customers more confident about purchasing. Without superior customer satisfaction, companies will lack these positive reviews and endorsements.

Prospective customers tend to rely more on independent sources than the business itself for reassurance of a positive experience. The higher the level of customer satisfaction, the greater the chances of achieving the desired business outcomes.

The power of customer satisfaction

Customer satisfaction serves as a unique selling proposition for businesses. As discussed above, customers are more inclined to pay for a guaranteed excellent experience. If your customer satisfaction levels are exceptional, I think this can be emphasised in marketing initiatives.

Prioritising customer satisfaction aids in comprehending customer expectations. By analysing customer reviews, businesses can identify key areas that customers value, gaining insights into distinct competitive advantages.

Using customer satisfaction to enhance offerings

Negative reviews serve as alerts for businesses, indicating areas that need improvement. Regular monitoring of customer satisfaction enables swift identification and resolution of issues.

If a company maintains high customer satisfaction, it will likely command a loyal customer base. These customers voluntarily refer new leads and generate testimonials.

Customer satisfaction and customer retention

Higher customer satisfaction typically results in better customer retention. Satisfied customers have less reason to consider competitors, provided their satisfaction levels remain high.

On the other hand, dissatisfied customers may have ample reason to defect, and it falls to your team to persuade them otherwise. Individual needs can be identified by measuring customer satisfaction, and bespoke or personalised offers can be created for those at risk of attrition. Customer service can be improved, so you may only get one chance to prevent a customer from leaving.

Customer satisfaction enhances opportunities by offering vital information about customer experiences with your business.

Customer satisfaction helps in problem-solving, churn prevention, business growth, generating referrals, and identifying satisfied customers who can become brand ambassadors and evangelists.

Ebook: The importance of customer satisfaction

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Anders Björklund
Founder, CEO & Strategist since 2001. Anders provides thoughts and reflections about how to think about onlinification and digitalisation in B2B.
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