Is customer satisfaction so important? The obvious answer is that it´s important. But why it´s often forgotten?
The customer loyalty is a process that is built slowly and steadily. This process goes far beyond a single customer contact with the company or vice versa, far beyond a simple transaction, a sale or a complaint answered.
Currently there are few companies that conduct on a regular basis customer satisfaction surveys. Rarer still are companies that effectively use information and research through these surveys as a tool for change. These subsidies are essential for defining priority plans, improve processes and procedures and to align the organizational culture.
Today many companies have been changing the policy of focus on customer to customer´s focus. The difference in spelling can be subtle, but profoundly impacts the organizational culture. Because having customer´s focus means that the company is now seeing itself from the point of view of the customer.
With customer´s focus the company can:
- Improve the ability to hear and respond
- Target specific actions originating from the voice of the customer
- Take responsibility and take corrective action
- Communicate and escalate issues, actions and results
- Think globally and act locally
The real customer experience becomes a key indicator of quality of the company, and also one of the most important KPIs (key performance indicator). The customer contact with the company should result in sending a satisfaction survey by e-mail by a third party.
Currently the vast majority of sites for online sales end its relationship with its customers upon delivering the purchased products. But how to know what was the real customer experience? He (she) was satisfied? Would you buy again? Something went wrong?
Are you sure your customers are happy with your products or services? Put yourself in their shoes for a moment before to answer this simple question.
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