Customer Satisfaction Surveys & Customer Satisfaction Research | |
|Written by Paul Hague and Nick Hague |
| |
|It seems self evident that companies should try to satisfy their customers. Satisfied customers usually return and buy more, they|
|tell other people about their experiences, and they may well pay a premium for the privilege of doing business with a supplier |
|they trust. Statistics are bandied around that suggest that the cost of keeping a customer is only one tenth of winning a new |
|one. Therefore, when we win a customer, we should hang on to them. |
|Why Customer Satisfaction Is So Important |
|Why is it that we can think of more examples of companies failing to satisfy us rather than when we have been satisfied? There |
|could be a number of reasons for this. When we buy a product or service, we expect it to be right. We don’t jump up and down with|
|glee saying “isn’t it wonderful, it actually worked”. That is what we paid our money for. Add to this our world of ever exacting |
|standards. We now have products available to us that would astound our great grandparents and yet we quickly become used to them.|
|The bar is getting higher and higher. At the same time our lives are ever more complicated with higher stress levels. Delighting |
|customers and achieving high customer satisfaction scores in this environment is ever more difficult. And even if your customers |
|are completely satisfied with your product or service, significant chunks of them could leave you