Customer satisfaction is major concern for any business in the context of present business environment out there. Since the present economies are supply driven economies, we as business people, basically, sell people what they really don’t have pressing demand for. Hence, in this effort keeping the customers coming to your business can only be achieved through having a high level of customer satisfaction. So in analyzing customer satisfaction we need to look at the customer service aspect of your business.
The first step in analyzing your current level of customer service is to look at every contact point that is made between your company and the customer.
For instance, when a potential customer calls your company, they might expect that the phone will be picked up after 4 rings, that it will be answered by someone courteous and friendly and that when they request information it will be sent promptly.
If any of these factors is below standard then the existing or potential customer may elect either not to buy your goods and services or be resistant to subsequent up sell and cross sell offers.
STEP 1: Map out a Customer Chain for Businesses.
- Customer hears about company – this can be from a variety of means being, Advertising, Word of Mouth, PR etc
- Customer contacts company
- Customer requests information – the information required from the customer can be specific or general depending on the information search required.
- Customer responds to information - the information has satisfied the need of the customer, prompting them to purchase
- Customer places order – Customer places order to fulfill their need
- Customer receives goods – Business delivers on promised product or service
- Customer has after sales technical contact – The customer might be entitled to an after sales contract.
- Customer has after sales customer service contact – After sales customer service contract relates to the purchasing and returns of the product.
- Accounts department contacts customer – Final stage of interaction with customer is the billing and accounts.
STEP 2: Analyze each step in the chain for potential customer satisfaction problems.
What you need to after mapping your customer chain is look at each step in the chain and assesses the communication that you have with your customer. Is this communication:
- Friendly. Do people answer the phone with a smile and sound helpful?
- Efficient. Do your employees give the right information and competently take the right details?
- Clear. Are your advertising, order forms and product specifications clear, non-confusing and live up to their promise?
- Comprehensive. Do you take into account the needs of your customers and fulfill with the right level of service and price?
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