A daily challenge for any company is to maintain high customer satisfaction and meet their expectations .
Simply offering a quality product or service is no longer enough these days, given the competitive market and the power of consumers. To stand out and stay one step ahead of the competition, you need to think about the consumer and put them at the center of your company's activities .
Offering pre- and post-sales services and communication channels, for example, is essential to understanding and connecting with those who want to buy your products.
How are you managing customer satisfaction at your company? Check out our article and learn more about this important topic!
What is customer satisfaction?
Much has been said about this topic, and there are many possible definitions for customer satisfaction. However, if we analyze various authors in depth, few will disagree on the true meaning of the concept.
To help you understand better, we will use the definition from authors Philip Kotler and Kevin Lane Keller, from the book “ Marketing Management ”.
For them, satisfaction is “ the feeling of pleasure or disappointment resulting from comparing the expected performance of the product or result in relation to the person’s expectations ”.
In other words, customer satisfaction occurs when the consumer purchases your product or service and verifies whether it meets their expectations or not .
If it meets or exceeds expectations, the consumer will certainly have a good experience and will likely do business with the brand again.
Otherwise, if you have a bad experience, there is a greater chance that you will leave the brand aside and spread a negative image of the company .
It is worth noting that more than focusing on the moment of actually using the product or service, it is necessary to be present throughout the entire purchasing journey , offering good experiences.
Customer perception throughout the entire journey is crucial to ensuring satisfaction. This process begins with product enchantment, continues through support, service, contact, and many other possibilities.
Factors that influence customer satisfaction
Some factors positively or negatively influence customer satisfaction. Here are some factors that influence consumer perception and can affect their relationship with a company.
Product/service characteristics
Customer satisfaction is directly linked to the characteristics of the product they purchase . It's extremely important to ensure the quality of what's offered to ensure expectations are met.
Furthermore, you need to be careful with information regarding product features and promotional photos.
How many times have we purchased something and, when we opened the packaging, received a product completely different from what was promised? This significantly negatively impacts the consumer's perception of the brand, leading to frustration.
Cost-benefit perception
People pay what they believe a product or service is actually worth. Often, even with higher prices, some companies come out ahead, right?
Of course, this happens thanks to a combination of factors, but customer satisfaction with the brand is one of them.
No one likes paying a lot for something and not being satisfied with their purchase. Notions of fairness are crucial to customer satisfaction.
Therefore, more than the product or service, the customer will certainly weigh service and facilities when weighing up their spending.
Emotions
The customer's own emotions are linked to how they will relate to the company at a given moment.
Of course, it is not possible to have control over this type of experience, but it is important to have a prepared team that identifies customers' momentary needs and transmits information and positive emotions during the service .
Third party opinions
Other people greatly influence an individual's perception and willingness to purchase . When hearing a family member, a colleague, or even a stranger say something on social media, consumers will base their opinions on these opinions, even before purchasing.
When seeing many negative comments about a certain product or service, a potential buyer who is in the research phase will certainly be wary and may not invest their money, right?
That's why it's important to maintain the best possible relationship with customers and resolve their dissatisfaction so they become positive advocates for the brand, attracting other consumers.
How to maintain high customer satisfaction?
A good relationship is the foundation of customer satisfaction and loyalty. It's crucial that customers feel special and not just another customer. Furthermore, customers appreciate being listened to and having their concerns addressed quickly .
Some tasks are easy and can be quickly implemented in your daily routine to improve customer perception. We've put together some tips for you. Check them out:
Quickly identify and resolve issues
You need to identify the problems your customers face and take action to resolve them quickly.
Therefore, maintain truly efficient communication channels, optimize the system with standard responses and a question center, and always satisfy your customers.
No one likes having to resort to multiple channels to resolve an issue. Ensure that the customer will receive efficient service regardless of the channel they use to contact you.
Evaluate feedback
Listening to customer feedback is one of the best ways to evaluate your company's service. Through feedback , you can correct errors, improve processes, and create changes to ensure customer satisfaction.
Encourage feedback , create surveys and show your customer how important their opinion is to you .
Personalize the service
Every customer is unique, and they need to know that. Personalizing and humanizing service is the best way to reach your customers and become more than just a company.
Use tools like CRM to more easily map customer journeys and needs , and be available to offer solutions and anticipate their desires.
Conclusion
Caring about customer satisfaction is essential for your business's successful sales . Satisfied customers become loyal and willing to promote your company's products and services.
Knowing and understanding your customer, developing strategies to determine the best time to offer new solutions, and being close without being intrusive is a great way to win customers.
Putting the consumer at the center of your business is essential to differentiate yourself and remain competitive in the market.
How have you been nurturing your customer relationships? Now that you know a little more about the topic, put some tips into action and get even closer to your audience.
Did you like our tips? Now that you're more familiar with the topic, take advantage of our solutions , which can optimize and help improve customer satisfaction!
Watch our webinar about Brazilians' new expectations regarding customer service and its impact on brand reputation.
