CUSTOMER DELIGHT IS THE NEW MEASURABLES FOR THE COMPANIES
“A satisfied customer is one who will continue to buy from you, seldom shop around, refer other customers and in general be a superstar advocate for your business.” ~ Quote by Gregory Ciotti, marketing strategist.
Everyone is running after happy customers. Happy customers = loyal customers = brand ambassadors. Who doesn’t want them? But how often and how do you measure their confidence & affinity for your brand, your product or services? In this blog, we are looking at a new perspective on measuring customer delight. Let take a closer look , shall we?
These are some unique ways to measure if your clients are happy with you:
Companies need to start measuring the level of engagement as well as satisfaction among its clients. Both these terms are bandied about quite a bit but rarely measured or understood. The traditional KPIs (key performance indicators) or measurable such as visitors to the website, duration spent on site or number of pages visited are more for the company to know about how they are performing. It has less to do with clients, audiences and prospects.
It’s not all about the numbers, baby. The number of people who follow a page or like a page is not the true indicator of their involvement with your brand or their delight with it. You could have lakhs of followers but their comments, sharing posts or liking posts are more important. It’s no point having ‘dead’ followers. It’s in fact better to have less numbers of followers but engaged audience than the other way round. Engagement with your brand whether on social media or other platforms shows that they are interested in you, which is a good sign. Engagement can be both positive and negative, take both in stride and work on minimising the negatives ones so that your customers become your ‘brand ambassadors’.
Find out what your audiences are thinking. Seek out actively feedback from audiences with mini – surveys. Many brands are doing it post purchases & delivery such as food delivery app Swiggy or delivery company Dunzo. These are short n snappy feedback surveys – of maybe 1 or 2 questions. Easy to map and easy for the customers to answer. Long surveys can be done occasionally to gather more data for actionable in the future. Customer Satisfaction Score (CSAT) is a popular method, its success lies in making amends and course correction if the responses are not great overall.
Take remedial action if things go wrong. Complaints pour in; take pro active measures and instant communication with the upset clients. Keep the upset clients engaged and abreast of your corrective measures. Great service, successful resolution of complaints such as delays, refunds or product quality, resolving issues – these are easy to measure if one gets down to it.