How does the level of customer satisfaction influence lead generation?

When we set up a customer acquisition strategy, we think directly of advertising. But there are many other levers that influence prospects. One of them, quite simply, is customer satisfaction. In the past, it was difficult to get a good idea of how satisfied a company's customers were, but nowadays, in the age of the Internet, it's very common to recommend a company, a product or a service. It's time to take this aspect into account, and pay close attention to your e-reputation.

How do you measure customer satisfaction?

The definition of customer satisfaction is easy enough to guess, but in the end, the one we're most interested in, and which will have a real impact on your lead generation, is customer recommendation. This refers to the action taken by a customer when he or she is satisfied with a service or product. These recommendations can take place in the private circle, but also on the web. This is generally referred to as customer feedback management.

To measure the level of customer satisfaction, study these indicators by visiting your own website. We then recommend that you scan all the sites where people might be talking about you: press sites, social networks, your competitors' sites, and so on. Take stock of your customers' general opinion of you. The process you've just gone through is the one that many prospects go through before contacting you. That's why it's so important to manage your online reputation and be aware of your customer satisfaction index.

Online recommendation: which indicators?

There are three different formats for online recommendations:

• Spontaneous recommendation: this comes from the customer himself. He may have shared it himself on the Internet or over coffee with colleagues, for example.
• Requested recommendation: this usually comes from a satisfaction questionnaire sent to the customer. Selecting satisfied customers is essential, as you can then ask them to recommend you on the Internet in exchange for a small commercial gesture.
• Word-of-mouth recommendation: this recommendation is also initiated by the customer, but within a recommendation framework, if one of his friends is looking for a service that you offer and with which he has been satisfied in the past.

How to improve customer satisfaction

Our first recommendation for improving your customer satisfaction index is, of course, to offer a level of service that matches your customers' expectations. This is a key factor in building customer trust in your brand, and in recommending you to others.

Next, we recommend that you regularly ask your customers to recommend you on the Internet. Having a large number of reviews on the Internet will enable you to attract many more prospects, as these will tend to be more trusting. It also shows that you have a well-developed clientele and a thriving business.

Finally, set up evaluation mechanisms on your website and social networks. There's nothing like giving your customers a voice to evaluate your products and services for themselves. Don't forget to respond and thank them for their recommendation - you'll appear all the more professional for it. It may be wise to consider hiring a community manager if you have a large number of interactions on your networks. And if you need help setting up customer feedback management tools, don't hesitate to call on SatisFactory, specialists in customer evaluation management.