You need to know who your customers are and what they want. When measuring customer satisfaction, companies generally ask customers whether their product or service has met or exceeded expectations. This is an important question to ask and is a key factor behind satisfaction. When customers have high expectations and the reality fall short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, luxury resort, for example, might receive a lower satisfaction rating than a budget motel-?even though its facilities and service would be deemed superior in ‘absolute’ terms. Marketing Metrics Customer expectations set the bar for customer satisfaction which also affects repurchase decisions and customer loyalty. If a customer feels Like you did not deliver a service that was expected, they won’t come back and buy from you again. On the flip-side, if you deliver a service that exceeds customer expectations, you can bet they will come back to buy again, and tell all their friends about the experience. One of my favorite quotes about customer expectations Is from Roy Hollister Williams, a best-selling author and marketing consultant best known for his Wizard of Ads urology. The first step in exceeding your customer’s expectations is to know those expectations. ” – Roy Hollister Williams 1 OFF purchase. Accordingly it may vary by product, service, industry and individual customer. The perception of success of such interactions is dependent on employees “who can adjust themselves to the personality of the guest[l]”, according to Mica Solomon. Customer service is also often referred to when describing the culture of the organization. It concerns the priority an organization assigns to customer service relative to components such as product innovation and pricing.
In this sense, an organization that values good customer service may spend more money in training employees than the average organization, or may proactively interview customers for feedback. Customer satisfaction is a term frequently used in marketing. It is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as “the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals. [l] In a survey of nearly 200 senior racketing managers, 71 percent responded that they found a customer satisfaction metric very useful in managing and monitoring their businesses. [l] In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. [2] Amazon has been known for outstanding customer service, consistently outdoing their customers’ expectations. One particular example of this involved Joe Encore in the Christmas of 2007. Joe bought a Plantation 3 from Amazon, a $300 gift for his son.
Like most things you buy online, it was shipped to Joey’s apartment and since he was at work, left at the doorstep (signed by a neighbor). Unfortunately for Joe, someone saw the package and took it before he arrived home. Distraught, Joe contacted Amazon, knowing full well it was not their responsibility but thought he’d give it a go, a Hail Mary. To Joey’s surprise, the Amazon customer service representation was very understanding and without a blink, had another Plantation 3 shipped out to Joe, arriving on Christmas Eve, Just in time! Amazon didn’t even charge him for shipping!
