Keeping Customers Satisfied
Achieving customer satisfaction doesn’t mean meeting expectations of the customer— it means surpassing them. Measuring customer satisfaction is at the crux of gaining brand loyalty, but it should be routine to measure and remeasure in order to keep those same customers coming back. Are they unhappy, elated, or just content with your products and services? How might we refine tactics moving forward?
In our fast-moving digital world, companies must stay agile and in constant communication with their customers. Whether it be from surveys, focus groups or usability testing, measuring satisfaction will only further your brand against its competitors. No matter how positive they might be, remeasuring customer feedback and comparing over time will fortify relationships and help get to know who your customers really are.
A common misconception is believing that a good product will sell. Without a deep understanding of customer needs and expectations, this won't always be the case. Earlier this month we talked about the failed launch of New Coke and how it remains one of the most prominent examples of market research gone wrong. Intimidated by Pepsi’s growing market share, Coca-Cola sought out a new flavor to beat them out. All flavor tests pointed to yes, but pulling the original and beloved Coke bottles from shelves left loyal customers feeling forgotten. Customer satisfaction plummeted.
Customer satisfaction reflects how your brand makes customers feel and has a large impact and lasting impact on customer experience. New Coke’s 1985 launch will remain infamous for ignoring the importance of brand identity and loyalty on a massive scale, and consequently finding out what poor customer satisfaction looks like the hard way.