Satisfaction is very important and widely used understanding in marketing. It determines how company and their products and services meet customer expectations.
By conducting a customer satisfaction survey, you can be able to develop the following results and plan.
- Determine your strengths and weaknesses
The first result of a satisfaction survey is that your organization evaluates the level of satisfaction experienced by the customer in each of the parameters that define the product or service. In this section, you can find out what they are satisfied with and what they are not satisfied with your product or service.
- Difference between significance and reality
The most important consideration for an organization is ensure that the satisfaction of each of the proposed indicators is always higher than the importance given by the customer.
- A driver of satisfaction and a baseline indicator of loyalty
The percentage that exceeds the average of each of the overall satisfaction and importance indicators is the main reason customers use and the main advantage that differentiates them from others.
- Clarifying and preventing wasteful spending
From each of the above results, it is possible to evaluate whether the costs incurred at the organizational level were effective. Particularly, your organization may have invested heavily in a certain indicator. However, depending on the characteristics of the product, the indicator is not very important for consumers and may not affect decision-making.
- Development plan and marketing policy
- Present situation: Focus on how to maintain and differentiate the factors that drive customer satisfaction.
- Short-term planning: Plan how to improve each indicator that is important to customers with no satisfaction.
- Mid-term planning: Focusing on how to make each indicator significant that is less important in customers, but it creates satisfaction.
- Long-term planning: Finally, focus on improving your least significant indicators of importance and satisfaction.
- Results : Create customers with loyalty
80 percent of the company's revenue is generated by 20 percent of all customers, or loyal customers. The main way to keep and grow this 20 percent is to always keep the level of satisfaction provided by the product or service above the level of importance given by the customer.
- Results : Attract new customers
In the context of marketing, word-of-mouth marketing has a significant impact. Here, the 20 percent of loyal customers your organization creates will have a significant impact on increasing the remaining 80 percent of new customers. Will consumers bad-mouth products and services that surpass their importance, frequently use, and exceed expectations?
