How do you measure customer satisfaction?

In an earlier post, we looked at how businesses can keep customers happy in 2019. Examining how even small improvements can have a significant impact on customer satisfaction levels. But how do you measure customer happiness? And is doing so enough?

The importance of happy customers

Happy customers are vital to all businesses. Not least because a satisfied customer is more likely to:

  • Tell others about you (resulting in increased business)
  • Buy from you again
  • Pay more for a service and relationship they value
  • Take your relationship with them should they move to another employer.

What’s more, because of the value of word-of-mouth, the last thing you want is an unsatisfied customer telling people what you did wrong (including on social media).

Customer satisfaction lets you stand out

In a competitive marketplace. It can be difficult to stand out from your competition. But surveys show that customer experience provides organisations with the ability to do just that. In fact, according to search and analyst company Econsultancy:

  • 86% of buyers are willing to pay more for a great customer experience
  • 73% of buyers point to customer experience as an important factor in purchasing decisions
  • 65% of buyers find a positive experience with a brand to be more influential than great advertising.

Can you measure customer satisfaction?

Absolutely. But to really benefit your business you must be able to track customer satisfaction BEFORE it goes wrong. So, before you figure out how to track customer happiness, you must find out what makes your customers happy in the first place.

How to keep your customers happy

When it comes to improving customer satisfaction, there is no one-size-fits-all approach. Instead, businesses must talk to their customers to discover what is important to them. This could be things like:

  • Regular contact with customers
  • Contact in a way that bests suits them (e.g. calls, emails, newsletters, cloud portals etc.)
  • A speedy service
  • A responsive approach to any issues.

Put the right technology in place

Once you have figured out what your customers need to keep them happy, you then have to invest in the tools necessary to provide the required level of service. For example, if clients want a more efficient service, you could consider investing in a cloud-based hosted desktop.

In addition to the benefits this will give to your business, the hosted desktop also supports better communication and leads to increased productivity. Which in turn generates higher levels of customer satisfaction.

Use your data

Once you have everything in place to give customers what they want, then you must track satisfaction levels to ensure you are delivering on expectations (and getting a return from your investment).

But without the right tools, this can be tricky. Even satisfaction surveys, which are a tried and tested approach of measuring satisfaction can be problematic. Let’s face it, the majority of people who are willing to take the time to respond are either very happy or very unhappy. So the statistics can’t always be relied on to provide a complete insight into how you are doing.

However, the actions your customers engage in when dealing with your business provide a more detailed picture. And here’s where Big Data really becomes valuable. For example, by analysing the data within your CRM (e.g. purchase information, repeat business etc.), you can adopt a much more objective measurement approach.

And, with a hosted desktop, all the files and data you require are instantly available, so you can call up this intelligent business data from any device, as and when you need it.

Consequently, by bringing together processes and data, the hosted desktop delivers enhanced management information in real-time. And, when it comes to customer satisfaction, this can lead to a clearer picture and more informed decision making

To find out how our hosted desktops can help your business to thrive, contact us today for an informal chat.

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