Customer satisfaction: how to evolve in this relationship?

Customer satisfaction: what it is, how to measure it and how to value it in business

Valuing customer satisfaction is a basic premise for the success of any business, especially in the New Economy. Increasingly, consumers want and need to feel special and thus, not only use the service offered once, but become a brand promoter.

Therefore, it is essential to act preventively, ensuring a smooth and uninterrupted journey. Thus, ensuring that the customer has autonomy and, if they need support, receives all the necessary tools and information.

In case of iFood, for example, work with different audiences simultaneously and need to connect different interests. Thinking about ensuring a good experience, they chose to include self-service, valuing the autonomy of consumers, restaurants and delivery people.

With technology always present in the processes, they developed the following flow: the first step is to work preventively so that the customer does not need the service.

If he needs it, self-service tools are available so he can control the progress of the problem himself. Furthermore, this type of technology guarantees effective and humanized service when really necessary.

What is customer satisfaction?

Firstly, the marketing specialist author, Philip Kotler, highlights in his book “Marketing Administration” that customer satisfaction is “The feeling of pleasure or disappointment resulting from comparing the performance expected by the product (or result) in relation to the person's expectations”.

Thus, customer satisfaction is seen as a cycle where the customer goes from the purchasing process to feeling satisfied with the delivery and after sales of the product and service. From consumer to brand promoter.

But simply keeping customers happy is no longer a differentiator. Thus, the magazine Exam pointed out that 65% of consumers feel frustrated when companies fail to deliver relevant and personalized experiences. In addition to making poor service one of the main points of financial loss in Brazilian companies – reaching R$ 400 billion.

According to the modern consumer portal, when we talk about customer-brand connection it is not just a buying and selling relationship, but meeting expectations of a good experience and bringing a feeling of belonging is fundamental to creating emotional connection.

Thus, a survey carried out by Opinion Box, on the overview of customer experience in Brazil, showed that 69% of Brazilians are willing to pay more for a product or service if the company offers a good customer experience. Furthermore, they can even return for new purchases.

Investigate the service and the customer

To provide an excellent service, it is important to analyze all the factors that involve the service offered and that, in some way, affect the end consumer. This way, it is possible to guarantee a fluid process that is well aligned with the information and intentions of the business.

Therefore, some of the points that need to be considered are:

1. The profile

Understand the customer profile through marketing tools, such as market research and product development persona, which can help you understand how to relate to him assertively.

2. Alignment of expectations and feedback

Prioritization of feedback at each stage of the sales and after-sales process to understand areas for improvement.

3. Channels

What channels is the business present? Are they easily accessible to the consumer? It is essential to have a mapping of all digital and physical channels where the business is present and certification that all these contact points are aligned with the message and image to be transmitted.

4. Solution quality

Every delivery starts from a proposed solution to the consumer’s needs. When it comes to customer satisfaction, this solution needs to be consistent with the amount paid.

5 . Mapping

It is essential to have a mapping of the sales process from before service to delivery with clear and precise indications of each of the points of improvement in the customer experience. This way, it is possible to understand what value to add to each of the stages.

6. Technology

Will use technology and inovation is to optimize resources and scale business sales. It's the way to grow in the New Economy scenario.

7. Qualification

There is no point in having the best product/service and not having properly qualified people to pass on all these benefits to customers. The secret is to invest in training, training and culture.

How to measure customer satisfaction?

There are numerous tools that facilitate this evaluation process through data. However, it is important to emphasize that the more assertive they are, the more strategic decisions it is possible to make.

So, check out some of them:

Net Promoter Score (NPS)

One of the best known and most accessible tools for evaluating customer satisfaction is the NPS (Net Promoter Score). Thus, through a simple assessment from 0 to 10 it is possible to classify customers into three categories: promoters, neutrals and detractors.

However, through a basic calculation, the separate assessment is obtained as follows:

  • 75% to 100 are customers in the zone of excellence;
  • 50% to 74% quality zone;
  • 0% to 49% improvement zone;
  • negative results such as -1% to -100% are classified as critical zone.

Finally, the search can be carried out via online form facilitating data collection.

Customer Effort Score

Another simple methodology is the Customer Effort Score. However, unlike the NPS, this survey can be sent regularly to the consumer after carrying out a transaction with the following question: “From 0 to 5, how much effort did you need to make to have your demand met?”.

Therefore, the objective of this metric is precisely to understand the logic behind the amount of effort the consumer needed to make to complete an order, answer questions or resolve problems.

Customer Satisfaction Score (CSAT)

To measure the level of customer satisfaction with the service offered, another recommended methodology is the CSAT (Customer Satisfaction Score) through a single question: “From 0 to 5 how much would you rate your satisfaction with our service?”.

This way, in a direct way it is possible to capture whether your services are consistent with delivery. Therefore, if the customer does not demonstrate a minimum level of satisfaction, it is possible to complement the analysis with a satisfaction survey with questionnaires more targeted at specific points in the consumption chain:

Satisfaction survey

  1. Have the objective of the research: what data do you need to measure?
  2. Mapping simple and direct questions. (The shorter the research takes, the better for the consumer).
  3. Mapping the communication channels that will be used for the dissemination of the research.

How to improve the customer satisfaction index?

In an already consolidated service or product, where there is a solid customer base, it is important to rethink how to evolve this relationship to improve customer satisfaction. The consumer must always be in the center of decision making.

Therefore, investing in the experience of those who directly relate to the business means being one step ahead in customer experience strategies, also known as customer experience.

Furthermore, it is essential to pay attention to constant feedback and quick and effective resolution of problems. Finally, it is important to combine agility and humanized service. A satisfied customer, in addition to guaranteeing loyalty potential, can recommend your products and services to new customers. consumers.

Know more:

Learn how to innovate and attract new customers

What is Total Experience, which focuses on top-notch service

Phygital: how this new feature improves the retail experience

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