Managing Customer Satisfaction: A Real Challenge for Businesses!

Customer satisfaction is a major concern for many businesses, especially during crises where companies must use every advantage to differentiate themselves from their competitors. Satisfying the customer must therefore be the daily goal of every manager. The challenge is so crucial that it must involve all company employees, especially those in direct contact with customers and who are "the lifeblood" of the business.

1- Define an ideal
First, 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 its customers' frustrations in its new advertising campaign.
By letting customers say, "With a tie, 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 answering: "We think of you and your projects are more important 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.

2- Mobilize the entire company
This ideal must be adopted by the company's employees so that everyone feels involved and committed. Your employees, your teams, all your staff must be mobilized around this ideal to implement all the necessary means to fight customer dissatisfaction and achieve this ideal. If you make them aware and mobilize your company around this ideal, they will self-motivate and fight for the same cause while remaining united.

3- Establish a virtuous circle
The goal is to get them excited so that they rally to your cause on their own. To do this, they must be involved from the start and participate in the research of 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 to transcribe it to this ideal. Thus, a virtuous circle will naturally be established. You will have employees who are concerned and involved in the company project and who will gain in 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 they share. On the other hand, customers will be delighted that their interests are defended and that their problems and interests are taken care of. Ideally, don't wait for the customer to be dissatisfied and express their dissatisfaction to act, tackle the sources of dissatisfaction from the start of your activity. This way, you will anticipate and be able to implement a strategy that will eliminate frustrations. This is the key to obtaining the satisfaction of your customers, whoever they may be, because don't forget that your first customers are your employees!!

Philippe Montant CEO of ExeKutive.biz