Customer Satisfaction - is it Enough?

By Susan J. Campbell
TMCnet Contributing Editor

The holiday season is just around the corner, and retailers everywhere will be vying for the consumer dollar. While many will offer commodity products, others may take a boutique-type approach with customized products. Regardless of the customer-facing products, what will really matter is the customer service deliverables that generate satisfaction.

But is customer satisfaction enough to drive revenue? A recent article in the Multichannel Merchant offers a few tips to keep in mind to try and get that edge on customer satisfaction in the hopes that it actually does relate to increased revenue. After all, a well-planned strategy based on creating the happy customer can’t have the opposite effect, can it?

First, it’s important to measure customer satisfaction. Before you can do that, however, you need to understand how. What creates customer satisfaction for your consumer base? Do you need to offer specific products, longer hours or customized care? Does satisfaction tie to added value options to your product offering? Are customers more concerned with support than the product itself?

Second, you have to measure customer satisfaction across all channels. The customer who gets excellent service in the store should have the same experience on the phone. Likewise, the online experience should match that of the contact center. Put the necessary tools in place to capture the customer’s perception of the experience and measure it accordingly.

Third, manage expectations. Don’t advertise something that you don’t actually offer. It sounds simple enough; but think about the ads you put out for the holiday season. Do they feature your products alone, or complimentary products that you don’t actually carry? Does your service offering suggest something more than you’re actually willing to do for the customer? Be sure the expectations you are creating for your customer base are something you can easily meet.

Finally, remember the season is meant for fun, family and fellowship. Yes, cranky customers will be out and about, too, but if you make service with a smile a priority, you’ll be surprised just how contagious that can be within your location. And in this busy season, customers will take notice and remember you after the holidays are over.

To expand on this concept, eTouchPoint.com will explore why customer satisfaction is not enough to effectively drive revenue. Register today for Why High Satisfaction Ratings Alone are Not Enough to Drive New Revenue – Case Studies for Optimizing the Customer Experience