Satisfying customers is critical for any company. It is simple: satisfied clients are mostly loyal to a brand. In addition, they generate positive word of mouth with people around them. Too often we think that proposing an affordable good product or service is enough to satisfy customers. But in reality, satisfaction is much more complex and managing it is a constant struggle. You must continuously measure the level of satisfaction of your customers and take the necessary actions to better meet their needs
Involve All Employees
In order to increase customer satisfaction, everyone in the company should take part. Upstream, you can involve them in the design of the strategy by asking them about their own customer vision. Then, customer satisfaction policies as well as a charter of good practices will be accessible to the whole staff, especially newcomers. Furthermore, do not forget that customer satisfaction will also come from employee satisfaction. Happy employees will be more involved in customer relations. Rewarding employees who best embody the customer satisfaction policy is a good way to foster emulation.
Appoint a Customer Satisfaction Manager
As we just mentioned above, customer satisfaction is everyone’s business. But in practice, it is necessary to organize the measurement actions, analyze the results, implement corrective measures, etc. Consequently, it will be beneficial to appoint a reference person to pilot the strategy. The “Customer Happiness Manager” is responsible for conveying the customer culture. He is the privileged point of contact for any question related to satisfaction.
Anticipate Customer Needs
Always try to understand what will appeal to customers before they even express it by exercising a permanent watch at 3 levels. First of all, keep a permanent watch on your brand. To improve customer satisfaction, you need to know what is being said about your brand on social networks, forums, etc. This method also makes it possible to detect areas of dissatisfaction. What you have to do is to act before dissatisfaction spreads.
Second of all, make a sector watch. What are the successful competitors doing? What are their strategies? How do they address their customers? And the third step is about the marketing surveillance. What new tactics work in marketing, prospecting and customer relations? What tools to use in order to improve the customer experience? Anticipating the needs of customers also means listening to prospects. You must define who they are (including those who do not buy in the end) and how they behave.