Managing Customer Satisfaction: A Real Challenge for Businesses!
13 June 2014
Read by 3416 persons
Customer satisfaction is a major concern for many businesses, especially during times of crisis where companies must use all their assets to differentiate themselves from their competitors.
Satisfying the customer must therefore be the daily struggle of every manager. The challenge is so crucial that it must mobilize all the company's employees, particularly those in contact with customers and who are the "nerve center" of the operation.
Define an Ideal
First of all, you must define an ideal to achieve. If you know your customers' dissatisfaction, you can anticipate it, or even use it as an advertising argument.
For example: a bank did not hesitate to highlight the frustrations of its consumers in its new advertising campaign. By allowing customers to say "And with a tie, will you find my projects more serious?" and by highlighting this frustration, it allowed the bank to stand out from its competitors and to imply that all its customers were important by replying: "We think about you and your projects matter more than your appearance."
To achieve this ideal, words must be followed by concrete actions so that the customer feels that the company truly cares about them.
Mobilize the Entire Company
This ideal must be adopted by the company's employees so that everyone feels involved and committed to this effort. Your collaborators, your teams, all your staff must be mobilized around this ideal to implement all the necessary means to combat customer dissatisfaction and achieve this ideal.
If you raise awareness and mobilize your company around this ideal, they will self-motivate and fight for the same cause while remaining united.
Establish a Virtuous Cycle
The goal is therefore to enthuse them so that they rally to your cause on their own. To do this, they must be involved from the start and participate in identifying your customers' frustrations. By doing so, you give everyone the opportunity to express themselves, to give their opinion, in short, to make the idea their own and translate it into this ideal.
Thus, a virtuous cycle will naturally be established. You will have employees who are concerned and involved in the company's project and who will gain motivation because they will feel better at work. It will be a win-win relationship between the company and its customers.
On the one hand, your employees will be proud to represent your company because it defends an ideal and values that they share. On the other hand, customers will be delighted that their interests are being defended and that their problems and interests are being taken care of.
Ideally, don't wait for the customer to be dissatisfied and express their discontent to act; tackle the sources of dissatisfaction from the start of your business. In this way, you will anticipate and be able to implement a strategy to eliminate frustrations.
This is the key element to obtaining the satisfaction of your customers, whoever they may be, because don't forget that your first customers are your collaborators!!
Philippe Montant
CEO of ReKrute
Satisfying the customer must therefore be the daily struggle of every manager. The challenge is so crucial that it must mobilize all the company's employees, particularly those in contact with customers and who are the "nerve center" of the operation.
Define an Ideal
First of all, you must define an ideal to achieve. If you know your customers' dissatisfaction, you can anticipate it, or even use it as an advertising argument.
For example: a bank did not hesitate to highlight the frustrations of its consumers in its new advertising campaign. By allowing customers to say "And with a tie, will you find my projects more serious?" and by highlighting this frustration, it allowed the bank to stand out from its competitors and to imply that all its customers were important by replying: "We think about you and your projects matter more than your appearance."
To achieve this ideal, words must be followed by concrete actions so that the customer feels that the company truly cares about them.
Mobilize the Entire Company
This ideal must be adopted by the company's employees so that everyone feels involved and committed to this effort. Your collaborators, your teams, all your staff must be mobilized around this ideal to implement all the necessary means to combat customer dissatisfaction and achieve this ideal.
If you raise awareness and mobilize your company around this ideal, they will self-motivate and fight for the same cause while remaining united.
Establish a Virtuous Cycle
The goal is therefore to enthuse them so that they rally to your cause on their own. To do this, they must be involved from the start and participate in identifying your customers' frustrations. By doing so, you give everyone the opportunity to express themselves, to give their opinion, in short, to make the idea their own and translate it into this ideal.
Thus, a virtuous cycle will naturally be established. You will have employees who are concerned and involved in the company's project and who will gain motivation because they will feel better at work. It will be a win-win relationship between the company and its customers.
On the one hand, your employees will be proud to represent your company because it defends an ideal and values that they share. On the other hand, customers will be delighted that their interests are being defended and that their problems and interests are being taken care of.
Ideally, don't wait for the customer to be dissatisfied and express their discontent to act; tackle the sources of dissatisfaction from the start of your business. In this way, you will anticipate and be able to implement a strategy to eliminate frustrations.
This is the key element to obtaining the satisfaction of your customers, whoever they may be, because don't forget that your first customers are your collaborators!!
Philippe Montant
CEO of ReKrute
