How Customer satisfaction surveys or feedback is important?

This article I’m writing after learning/meeting a series of experts focused on the “customer satisfaction survey” field.

Customer satisfaction is an important part of the entire business lifecycle.

Treating your customers like a King will always revert back to you with more business.

Customer Surveying is an important part of any business post-sales or service.

Customer feedback and follow-up action can also lead to new products, new services, price rationalization, reduction in cost and more compliments.

Customer satisfaction is not only on after-sales or service but satisfaction to the customer is equally important from first time meeting leads(prospects) to become a valued customer

Customer engagement tools are also important to closely monitor the project development process with customers.

There are popular online #CRM tools widely used to connect with customers like,

Salesforce,

SuiteCRM

vTigerCRM

There is a total of 6 key elements for customer satisfaction.

Satisfaction Elements

Some of the important key elements to strengthen to improve customer satisfaction as,

Satisfaction Element 1

PRODUCT

Availability

Before the promised delivery date OR Ex stock

Quality

‘Lifetime’ Zero defect

Presentation

Consistent with the most responsible environmental protection standards & minimum necessary for hygiene, protection, transportation, storage.

Image

Matches reality and is fully resonant with the lifestyle & aspirations of the target customers.

Value for money

No deception. Giving more perceived/actual value than the cost of the purchase.

Fulfillment

Giving satisfaction in excess of expectations.

Satisfaction Element 2

SALES

Marketing & Merchandising

• Honest, legal and decent marketing that is non-intrusive, non-manipulative and non-wasteful.
• Informative & targeted precisely in terms of market segment & time.
• Researching customers entirely so that their needs, preferences and buyer values are understood in specified detail, incorporated into promotion & business strategies with great accuracy.

Verbal communication

A face to face or telephone manner that is attentive, interested, responsive and timely, which conveys an exact and understandable message which meets the customer’s objective.

Example: Telephone, fax, letter, personal visit.

Purchase Environment

A wholly welcoming and non-threatening environment that is conducive to the easy conduct of business & to making customers feel comfortable emotionally.

Staff

Employees who are non-dismissive, responsive, empathetic, trustworthy, knowledgeable, loyal to the corporate team, trained and empowered to act and whose personal appearance — including the cleanliness & completeness of any uniform is consistent with customer expectations.

Documentation

Brochure, proposals, estimates, contracts, invoices, delivery notes, training and user manuals, etc written in plain English & other languages are appropriate.

Purchase Variables

• Explaining them clearly
• Negotiating them fairly
• Confirming them in writing

Satisfaction Element 3

AFTER SALES

Maintained Interest

• Acknowledging and honoring customers ‘lifetime value’ to the company and disillusioning genuinely loyal customers by failing to acknowledge and reward that loyalty, ensuring that the reordering procedure is simple and builds on existing information about customers.

Complaint Handling

• Empowered staff responding immediately, courteously, honestly, sympathetically and thoroughly.
• Keeping the customer advised throughout the complaint management process.

Satisfaction Element 4

LOCATION

Location

Explaining the location precisely — in Text, Graphics or Verbally and ensuring that any changes to access roads — Layout, names or numbers which serve the area are incorporated in current directions.

Access

Clearly signposting the location, ideally on all access points within a five-mile radius and ensuring that all the exterior faces of buildings reflect the corporate image and convey empathy with customers.

Security and comfort

Providing adequate lighting, cover, and signage to all parks and ensuring that the physical space serves the needs of the dynamics of human interaction.

Provision for customers with special needs

Ensuring that nothing discriminates against special needs groups.

Satisfaction Element 5

TIME

Business hours

Providing a service according to customer needs, not according to the convenience of the employee or presence or absence of competitors

Display

Business hours prominently displayed in publicity material, at the entrances and cash counters.

Speed of transaction

Ensuring that the process is as short as customers want it.

Satisfaction Element 6

CULTURE

Ethics

Being unquestionably legal, non-discriminatory, moral and above board.

Conduct

Being unprejudiced, willingly dutiful, objective, honest, unimpeachable, authentically customer-focused and learning from constructive criticism.

Internal Relationships

• Demonstrating fair & equitable treatment of all employees, with no unjustifiable disparities between the highest and lowest members of staff.
• Understanding the concept of the internal customer.
• Providing opportunities for self-management and multi-skills development.
• Trusting staff with information and decision making power.
• Encouraging involvement.
• Team identity and contributing.
• Favoring cross-functional collaboration.
• Ensuring everyone understands.
• Accepts and acts out their personal customer-facing mission.

External Relationships

Developing a partnership with suppliers and customers, rather than acting as if discrete parties should be separated by the control exerted by a superior over a subordinate.

Quality of Purchase Experience

Creating a feeling that is wholly consistent with the customer’s right to receive total care and satisfaction and by which each ‘moment of service truth’ is an absolute confirmation of the primacy of customers in corporate culture, values and policy.

As you know it will really improve bonding with the customer if customer satisfaction at every level of the business lifecycle as per the above table.

Nowadays many of your customers are at a remote location so meeting face to face with customers is very hard so there is some way to connect with customers,

• Wishes to customer on birthday or anniversary
• Send regular survey email to get feedback.
• There are many survey tools available in the market
• Survey Monkey
• CRMTiger Survey tools
• SuiteCRM Dynamic forms
• Weekly call with customers without any hesitation about asking feedback for ongoing work

I hope you Like to read the above article.

Feel free to ask any questions in the comments box or email us on info@varianceinfotech.com