Thursday, January 22, 2015
Customer satisfaction is one of the biggest keys to your marketing success. (Watch the video to get the story of the sticky chair)
I want to ask you a question. Do you have a sticky chair in your business? Of course, I don’t mean a real chair. What I mean is this: There’s a long list of things that contribute to the experience customers have with you.
It’s different for every business. A sticky chair in a restaurant, an unfriendly receptionist in a doctor's office or being put on hold for too long in customer service.
I’m not going to suggest that you have be perfect on every point in order to succeed. But I think you’ll agree with me that a reasonable goal is to identify and check off as many customer satisfaction boxes as possible.
So how do you do that?
Here are 5 suggestions to get you started. I think it makes sense to get your staff involved in these exercises.
1. Identify the different possible aspects of customer satisfaction. Consider every touch point. Depending on thorough you want to be, you can include things like billing and packaging. It’s not about making a PERFECT list. It’s about having a way of making things better and improving the likelihood that more customers will be fully satisfied.
2. Prioritize those different aspects in order of importance. Of course you’re guessing on some of those points, but some might be obviously more important.
3. Develop a company culture where employees understand the importance of satisfying customers in these different areas.
4. Build a system that enables you to collect and process information on customer satisfaction. Commit to a habit of reviewing that information and taking action on it to make improvements.
5. Train your staff to be observant and see through the eyes of your customers. Some of the most important information never gets communicated. Dissatisfied customers often don’t say a word about it… at least not to you, but maybe to their friends and your potential customers.
Identifying and eliminating your sticky chairs will help you retain more customers and get more referrals. Need some help? Want some coaching? Give me a call. I'm Steve Smart.
Posted by Steve Smart