Measuring Consumer Satisfaction
Customer satisfaction is difficult to measure due to several reasons. Counting on customer satisfaction owing to their feedback is not the case because most people prefer keeping quiet when satisfied.
Some people see no need of contacting the service provider while others seek to pass their complaints.
Requirements for customer satisfaction are not only unique but difficult to quantify. Setting standards and improving employee relationships with customers is central strategy of measuring customer satisfaction and ensuring that success is determined.
Ways of measuring customer satisfaction include:
Surveying customers is the only probable way of getting customer feedback unless they contact you.
Most people are busy and have no time to pass redress.
You can provide survey through several ways such as emails and use of phone calls.
To get credible feedback you need to allow customers to answer questions on weighted scale.
You can conduct repeated surveys, over time, to measure changing comments from customers.
Understanding what customers expect from you will provide ground to satisfy their expectations by giving them enjoyable service.
Making an effort to discover what customers expect from you in terms of service and products is the way to satisfying their needs.
Find out where you are failing
On situations where you are not fulfilling customer requirements, it is credible to find out where you are failing.
Incidences where products are less than advertised should not arise.
Find out if employees are making promises that cannot be met.
Take strides and attend seminars that will equip you with better managerial skills.
Know the chain of communication so as to know where communication faults are and foster amendments.
Whether a customer is satisfied or not, you need to collect information to help you assess the situation.
Collect information about what customers purchased, what they liked and they did not like, their actual purchase expectation and their suggestions for improvement.
Assess the competition
Have the initiative to know why customers consider other brands above yours.
Through the survey, invite customers to come and compare and contrast your services and products and make judgment on what you are not offering.
Try to measure the emotional aspect
Customer experiences after buying a given product are attributed to quality.
Feedback from customers in relation to quality, reliability and extent satisfaction should be matched.
Comments customers make are a measure of their satisfaction.
Customers showing dissatisfaction prompts change of strategy.
Customer loyalty is the likelihood of repurchasing products or services.
Customer satisfaction is a major predictor for repurchasing and it is influenced by explicit performance of the product, value and quality.
Loyalty is basically measured when a customer recommends to a friend, family member about given product.
Overall satisfaction, repurchasing and likelihood of recommending to a friend are indicators of customer satisfaction.
A series of attribute satisfaction measurement
This strategy takes into account the affective and cognitive pattern.
Affective behavior is intrigued to liking and disliking owing the benefits the product is attached with.
Customer satisfaction is influenced by perceived quality the product is attached with and it is regulated by expectations of the product or service.
Customer attitude towards a product are as a result of product information through advertisement and any experience with the product whether perceived or real.
Cognition is the judgment on whether the product is useful or not useful.
Judgment is always intended use of application and use of occasions for which the product is purchased.
Intentions to repurchase
Future hypothetical behavior that indicates repurchasing the product is a measure of satisfaction.
Satisfaction can influence other post purchasing trend through use of the word of mouth or social media platform.
Monitoring can be directed at phone, email and chat communications.
Monitoring includes automated phone interactions designed by companies to help give real world glimpse.
Dishing out cards will help gauge customer comments.