A way to satisfy customers
Generally speaking, customer satisfaction refers to customers' direct and comprehensive evaluation of products and services provided by enterprises and employees, and it is customers' recognition of enterprises, products, services and employees. Customers evaluate products and services according to their value judgments. So, PhilipKotler thinks? Satisfaction is a level of people's feeling state, which comes from the comparison between the expected performance or output of a product and people's expectations? .
From the perspective of enterprises, the goal of customer service is not only to satisfy customers, but also to satisfy customers is only the first step of marketing management. William Taylor, president of American Maintenance Chemicals Company, believes that our interest is not only to satisfy our customers, but more importantly, to dig out what our customers think is valuable for enhancing our relationship? . In the process of establishing long-term cooperative partnership between enterprises and customers, enterprises provide customers with things beyond their expectations? Customer value? , so that customers can be satisfied in every purchase process and post-purchase experience. Every satisfaction will enhance customers' trust in the enterprise, so that the enterprise can obtain long-term profits and development.
For our enterprise, if we are satisfied with the products and services of the enterprise, customers will also spread their consumption feelings to other customers through word of mouth, expand the popularity of products, enhance the image of the enterprise, and continuously inject new impetus into the long-term development of the enterprise. But the real problem is that enterprises often equate customer satisfaction with trust, or even? Customer loyalty? . In fact, customer satisfaction is only the premise of customer trust, and customer trust is the result; Customer satisfaction is a positive evaluation of products or services. Even if the customer is satisfied with the enterprise, he is only satisfied based on the products and services they accept. If a product and service are not perfect, he is not satisfied with the enterprise, which is also a perceptual evaluation index. Customer trust refers to customers' trust in brand products and enterprises with brands, and they can rationally face the success or failure of brand enterprises. A survey of a famous company shows that 65% of customers claim to be satisfied with the products and enterprises? 85% of customers will switch to other products, only 30%? 40% customers will buy the same product or the same model of the same product again.
So, how can we really treat the operators of enterprises? Customer satisfaction? Put it into practice, the following 18 basic rules of respecting customers may be useful to you:
1, you are the enterprise.
Even if your company has many branches and thousands of employees, for the customer, the company is you, and it is you who is in direct contact with him. The customer regards your company as a whole, just to meet his requirements. Conclusion 1: the problem cannot be pushed to another department; Conclusion 2: If the customer really needs to talk to other people in the company, don't push him to a colleague who you didn't inform in advance. You should introduce your colleague to the customer yourself and give the customer a reassuring word: If he is still not satisfied with you, please feel free to come to me again. ?
Always put yourself in the position of the customer.
What kind of treatment do you want? How did the problem you met last time get a satisfactory solution? Put yourself in the customer's shoes and you will find the best way to solve this kind of complaint.
3. Words used under any circumstances
Don't say? I can't do it? Instead, use some positive words, like? I'll do my best, okay? 、? Isn't this a simple question? Or? May I ask my boss? ; Never say? This is a problem? And say? There must be a way, okay? ; Tell your clients? This is the solution to the problem? And don't say? You have to do this to solve the problem? ; What should you do if the customer asks you an impossible thing? Very simple
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Single: from the customer's point of view, and try to say:? This is not in line with the routine of our company, but try to find another solution. .
4. One more word? we? Say less? Me?
Is the salesperson talking? we? Sometimes it will give each other a psychological hint: the salesperson and the customer are together, but they think about the problem from the customer's point of view, although it is only better than? Me? One more word, but a little more intimate. Salespeople in the north have some advantages in working in the south. Northerners like to say? we? Southerners are used to saying? Me?
Methods of measuring customer satisfaction
Customer satisfaction may be the most widely used method for enterprises to measure customer feelings, but there is still no universally recognized method for how to effectively measure customer satisfaction. However, the failure to find a measurement method does not mean that this indicator is useless. To measure customer satisfaction, every enterprise needs to analyze specific problems and find a measurement method suitable for its own enterprise. Here are four ways to measure customer satisfaction, which are suitable for enterprises of all sizes.
1. Average score
This method is to calculate the average of all the scores, and the result is between 1 and 10. The calculation formula is as follows:
The investigator only needs to ask the client one question, such as? Are you satisfied with our service today? The customer's answer can be displayed as a percentage in the database. The following example:
Different from other scoring systems, this method does not need to group any scores, so it emphasizes the distribution of scores more. This helps to investigate the general experience of low-scoring customers, and then find out the key pain points in the service.
2. Expression changes
Perhaps the easiest way to measure customer satisfaction is to ask customers directly. You look happy? ,? You look dissatisfied? This method does not need a lot of analysis. If the customer is not satisfied, the investigator can also ask questions, such as? What do you think will satisfy you?
This method can also solve cultural differences well. Psychological research shows that people who advocate individualistic culture will score more extreme, on the contrary, people from other cultures will score more concentrated.
Although this method is not so detailed, it can make a quick physical examination of the brand or service, because it can easily connect the customer's feelings with the corresponding graphics (as shown above), and the investigation is also convenient and fast. (Click on more wonderful articles: How to measure the customer's emotional changes in the customer experience)
3. Star rating
Both Amazon and Netflixd adopt the star-rated method, which is very familiar to their customers. Because of this, enterprises can let customers evaluate their services through advertisements. In this way, customer satisfaction can be seen at a glance.
4. Net recommended value
Net recommendation value is another important indicator in customer experience and is also considered as an indicator to measure customer loyalty. Most enterprises adopt different percentage calculation methods when measuring NPS and customer satisfaction. But the method of measuring NPS can also be used to measure customer satisfaction.
The result of this calculation can be all integers between-100 and 100 without percentage. The higher the net recommendation value, the more satisfied the customer is with the service, and vice versa.
The importance of customer satisfaction
Fundamentally speaking, customer satisfaction determines customer loyalty. Generally speaking, enterprises will lose half of their customers every five years, which leads to the need for enterprises to continuously acquire new customers. Let the enterprise achieve customer satisfaction? Eliminate pain points and improve customer loyalty? Limit the loss of customers.
Enterprises can learn how to provide customer service more effectively, while ensuring quality and reducing costs. Enterprises should have valuable insight to improve the quality of products or services. In the long run, the interests of enterprises will continue. So, what does this have to do with customer satisfaction?
For customer-oriented business areas such as contact centers, customer satisfaction provides a simple and clear goal, which, like other indicators, is only a basic data, not a score.
The importance of investigating customer satisfaction is also reflected in customer value. Customer survey expert Teresa? Teresa gandy said,? Enterprises don't always know what customers will bring to enterprises. This information brought by customers is very important, because it is likely to be marketing material for enterprises to attract new customers. Through customer survey, we will know why customers are loyal to a brand.
The worse the evaluation of your product or service, the less likely customers are to be loyal to your brand. Coupled with the low NPS index, customers are likely to have negative comments on your brand. Through the investigation of customer satisfaction, the customer service team can find the shortcomings, make up for them, provide targeted services, promote communication with customers, and then enhance customer loyalty.
Common mistakes in measuring customer satisfaction
1. Fault data
What is a basic principle for investigating customer satisfaction? Change when you know your mistake? We should constantly improve our products and services according to customer feedback. If you only want customer feedback and don't correct and improve it, why bother customers to seek feedback? On the other hand, listening to customer feedback does not mean blindly listening to customers' opinions, and enterprises should listen to the parts of customer feedback that really have a positive impact on enterprises.
Many customer service staff are most worried about whether customers will cooperate with the survey when investigating customer satisfaction, but I want to say that there are two more important things that need more attention. One is the representativeness of customer feedback, that is, whether the customer group you are investigating is the customer group you want to know; The other is the validity of the survey results, in short, whether the customer feedback you get is really helpful to your enterprise.
Therefore, in order to avoid falling into the misunderstanding of measuring customer satisfaction, first of all, you should make clear who the target customer group includes. You can remind yourself with two questions: a) Who are the beneficiaries of this survey? B) How do we know this?
Investigation fatigue
It is understood that from 1995 to 20 15, the response rate of online surveys dropped from 20% to 2%. Since this figure includes non-target surveys, the survey results are not directly related to the customer's survey methods. However, this response rate shows that public participation in the survey is decreasing.
Generally speaking, every consumer should take part in customer satisfaction survey at least three times a week, which will easily lead to consumer fatigue. Therefore, enterprises need to specify the frequency of customer satisfaction surveys and allow some customers not to participate in the surveys.
In addition, sending emails to customers regularly to investigate customer satisfaction will also cause customers to resent. Usually, these emails will be regarded as spam, which will not only affect the customer experience. After all, no one wants to receive a bunch of survey emails every day, which is very annoying.
3. Satisfaction is not clear enough
Is the customer's evaluation of satisfaction really satisfactory? How satisfied are you? Is the customer really completely satisfied with the 5-star praise? In view of the above problems, enterprises should pay special attention to the rigor of words when setting questionnaire questions, and carefully analyze the answers to customers word by word.
Teresa gandy thinks? Satisfaction should not be the ultimate goal of an enterprise. Only customers who are completely satisfied with your brand will be loyal to you in the face of the temptation of competitors and will not like the new and hate the old. Remember, you need loyal customers and crazy fans of your products or services, because they will be loyal to you and will recommend your brand to people around you.
Customer satisfaction is related to customer loyalty, but only to very, completely satisfied customers. Therefore, high customer satisfaction does not mean that customers will be loyal to your brand.
4. Customer satisfaction is not the standard
Enterprises must choose the scoring method that best meets their survey objectives. You can create your own survey system or use other survey companies. In short, it depends on the specific situation of your company.
Therefore, each enterprise's customer satisfaction measurement standards are different, and the survey results are also different. This makes it impossible for enterprises to compare the survey results with their peers. It is difficult to find out the competitive advantage, and it is also difficult to report to the leaders, let alone introduce their own advantages to customers.
5. Statistics is the key.
Personal surveys are often more convincing than group surveys. Of course, this is a piece of cake for large enterprises that can survey thousands of people; But for some small businesses, this has become a problem.
This actually reflects the problem of investigation technology. Enterprises should not regard customer satisfaction as a means to reward employees. Just because the customer doesn't give feedback doesn't mean the customer is really satisfied. The level of customer satisfaction rating will affect the self-confidence of customer service staff, even if the survey results are random.
4. Is there the best way to collect data?
Speaking of customer survey, there are many methods that enterprises can use now, such as network survey, telephone survey, IVR and so on. Different methods naturally lead to different response rates. Teresa Gandy believes that the best way to get survey feedback is the mobile phone. I don't want you to edit the message, but send a link to the survey address to the customer. It is best not to send an email survey, because customers spend much longer reading text messages than reading emails. When they are on the bus, on the subway, or watching TV at night, they can pick up their mobile phones and check the short messages. It doesn't take them long, just tap the screen. ?
5. What is the qualified questionnaire?
Almost all customer satisfaction data comes from questionnaires, so it is very important to make clear the purpose of the survey. One of the basic principles of questionnaire survey is conciseness, simplicity and conciseness. Generally speaking, it takes an average of 90 seconds for each customer to answer the questionnaire, which is enough for investigating customer satisfaction. Not only that, during these 90 seconds, you can also investigate the customer's NPS index, and even listen to customers tell their own experiences.
Second, Jeff? Jeff Thost said that a good questionnaire should have an odd number of answers, which can give customers a chance to stand in a neutral position. However, some people don't agree with him. They think that the neutral position in the questionnaire should be abolished and customers should be forced to make choices. However, apart from the real feedback from customers, it is meaningless to design a questionnaire that will affect their answers.
Second, allow the answer to include? Other? Options. Some customers are angry with the questionnaire because they sometimes have to answer questions they don't know or have nothing to do with. Obviously, enterprises should avoid this situation when setting up investigation questions. But as an accident, set one? Other? The options are ready.
In addition, written answers are set in the questionnaire, but customers cannot be required to fill them out. Because this part of the text information is the most efficient. Meanwhile, checking the problem should be the easiest part. Don't make a long speech about the problem, it will affect the customer's understanding and arouse the customer's disgust. Since it is a questionnaire, do I need to fill in the name of the respondent? I suggest that you allow customers to fill in anonymously and respect customers' privacy, so as to win the favor of more customers.
Finally, keep continuous investigation and track changes. Teresa gandy said again: If you change the questions in the questionnaire, you won't get consistency. You may be able to add something or make some minor adjustments, but if you constantly change the content of the survey, you will not get long-term high-quality data. ?
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