Make ‘Em Smile: What Drives Successful Customer Satisfaction?

What drives customer satisfaction?

Many customer satisfaction factors correlate with a positive customer experience. Here are several that can impact your business’s customer journey.

Product or service quality

Product quality is an important factor in customer satisfaction. If your product is of low quality, customers are unlikely to return. Your customer service quality might be excellent, but it will mean little if customers don’t enjoy your products. So, first focus on creating a product your customers cannot live without.

Perceived expectations

Customers who come to your business to purchase a product or service will have preconceived expectations. If you fail to meet those, the customer is unlikely to be satisfied. Therefore, it’s important to anticipate and try to meet some of those needs as best you can. 

Accessibility

As a business owner, you might want to consider how easy it is for customers to interact with you. Being accessible shows that you care about your customers’ time. This makes building a relationship with them easier, thus improving your brand reputation.

Convenience

Similar to accessibility, it is important to take convenience into account when designing online platforms. Make sure it is easy for customers to browse and buy from you. One useful strategy is reviewing your website as if you’re looking at it from a customer’s perspective. Discover what is confusing or hard to access and then make improvements. [Read more about engaging your customers online.]

Loyalty and appreciation

Offering a loyalty program can help your customers feel appreciated and that, in turn, will lead them to return and even recommend your business to others in their social circle. Such programs can also help build customers’ relationships with your brand. Some of these offer personalized communications and rewards that make customers feel special and want to stay with the brand.

Communication

Maintaining communication with your customers further serves to develop their relationship with your brand. Investing in a mailing list and implementing email marketing campaigns will help your customers feel connected to your business. Providing opportunities for them to communicate with you as well, such as customer feedback surveys, will make them feel heard. Be transparent in your communications with customers regarding their feedback and implement the constructive feedback you receive.

Fast response time

Consumers can collectively agree: the quicker the response, the better. However, small and medium-sized businesses often lack the resources (and funds) to provide 24/7 customer service. Automatic email replies that confirm a customer’s message has been received and provide a window of when they can expect a response, can help. If it’s feasible for your business and budget, you can also use an artificial intelligence-powered chatbot equipped to handle simple customer questions and requests.

Personalization

As a customer, receiving personalized messages from brands you are interested in can evoke a sense of importance and connection. Sixty-two percent of business leaders say they’ve seen an increase in customer retention directly related to personalization efforts, according to the State of Personalization report. Implement personalization efforts that resonate with customers by suggesting products based on their purchase history, sending tailored messages based on buyer demographics or offering personalized products.

Empathy

No matter how a customer is feeling, they expect to be met with empathy. Employees who speak directly to your customers should see issues and frustrations from the customers’ point of view. When customer conversations are empathetic, clients can better understand your brand and develop a stronger sense of loyalty to it.

Simplicity

Customers crave a simple process when buying, interacting and communicating with your business. To put your best “simple” foot forward, avoid hidden costs, too many purchasing options and complex websites. The best way to create repeat and loyal customers is to make it as easy as possible for them to interact with you.

Communication strategies for driving customer satisfaction

As in most aspects of life, healthy communication keeps relationships in good shape. The same can be said for customer relations. Clear communication from the start will support a successful customer experience.

The following are some suggested strategies for engaging customers in a positive exchange.

Ask questions.

It is important to ask a customer questions to understand their wants better. If your product or service is customizable, asking questions and clarifying their request is the best way to ensure their needs are met. Inquire if they desire anything else or if they have any other questions. Asking questions and learning about your customers is the first step in building a relationship with them and that involves trust.

Listen.

When talking to a customer, be sure to listen and even repeat back key points or requests. This tactic helps them feel secure in knowing they are being heard and helps employees understand their needs. Listening is an effective strategy to help them feel valued and important.

Set expectations.

Once the customer has expressed their needs, it is important to communicate what can be expected from the service or product being offered. Being clear about what they can expect will eliminate the possibility of confusion about what will be delivered. Customer satisfaction is usually improved when a company underpromises and overdelivers.

Communicate company or service policies.

Customer dissatisfaction often results from poor communication or a misunderstanding. Being clear about company policies is not only good communication ― it’s a good business practice. If a customer is not aware of a return or cancellation policy and is unable to return a product or receive a refund for a service, they will likely become frustrated and less inclined to do more business with your company.

Follow up and get feedback.

Once a sale is complete or service is performed, the interaction with the customer isn’t necessarily over. Following up with a customer after the fact is vital to determine if the product or service met their needs and if they are satisfied. Gestures like this are important ways to nurture the customer relationship and encourage return business. Capturing this feedback is also central to improving customer service for future customers.

How to satisfy customers 

A satisfied customer is a loyal customer. Here’s how your business can keep customers coming back for more.

Know your customer’s needs.

An important part of customer service is learning what your customers want. You can learn more about their needs by actively listening to your customers, looking at reviews and organizing consumer data so it is easy to respond to them. Listening actively to customers is also invaluable for product development and will help you anticipate future needs.

Be proactive.

Anticipating customer needs will prevent or minimize customer dissatisfaction. For instance, some airlines send text messages to notify customers that their flight has been delayed or canceled. Relaying this information quickly shows the consumer that you value their time and are committed to preventing any inconvenience.

Meet expectations.

Once you have set an expectation with a customer, you must meet it. A primary reason for customer dissatisfaction is not receiving what a business promised. Making use of customer feedback is a great way to assess expectations and improve your ability to meet them.

Be consistent.

Customers tend to feel more secure about a company if its messaging, products and service delivery are consistent. This means keeping information, service and product quality the same whether the customer is shopping in-store or online. Consistency also helps to build brand recognition.

Delivering quality customer service

Quality customer service is the foundation for ensuring a successful customer experience. Customer service is a catch-all for a variety of tactics that, when implemented in day-to-day operations, create an environment where customers feel welcomed, prioritized and satisfied.

One last tip to incorporate into your customer interactions, which will improve overall customer service, is to live by the Golden Rule.

It should go without saying that employees should follow the Golden Rule when working with customers. Specifically, treat customers the way you would want to be treated if you were in their shoes. Are your customers greeted promptly and in a welcoming manner? Are your employees courteous and friendly? Are customers’ questions addressed quickly and accurately?

By utilizing effective communication and customer service strategies, companies can offer customers a more satisfying experience. These tips can help improve customer retention and revenue generation.

Additional reporting by Justin Brown.