Customer satisfaction, a key factor in developing your business

Feedback management can be a daunting task for the uninitiated. That's why, in this article, we invite you to discover all our tips for setting up a customer satisfaction strategy, which will help you better understand the issues involved.

Why is customer satisfaction so important?

We've already talked about it several times since the beginning of this article, but what exactly is customer satisfaction? What do we mean by it? By this term, we mean a consumer's level of satisfaction, after the purchase of a service or product.

Please note: talking about consumers doesn't mean that customer satisfaction is restricted to B2C. It's just as crucial for a B2C business as it is for a B2B one. Even for your internal customers, if you're providing a service for another department in your company, it's a good idea to take customer satisfaction into account with a view to improving your internal processes.

But why? If my customer isn't satisfied, I can find another! It's not that simple. Because if that's the case, the number of your customers won't have changed.

But you have to take into account the cost of this operation. It costs 5 to 10 times more to acquire a new customer than it does to keep one, so it's not a "zero sum operation", as any basic marketing and customer loyalty strategy will tell you.

It's easy to see why. Neglecting customer satisfaction means spending more, reducing your credibility in the market and potentially strengthening your competitors at the same time.

How to implement a customer satisfaction strategy?

First of all, whatever your business or the size of your company, such a strategy should not be rushed. The main cause of failure in implementing a Customer Relationship Management strategy is a lack of focus.

Before launching any initiative, we invite you to take the time you need to establish your objectives, prepare the training process for your teams, recruit technical support...

Once these steps have been taken, the real work can begin. First of all, customer satisfaction must be thought through over the long term, through the establishment of a genuine corporate culture. Instructions must be passed on at every stage, from recruitment to sales.

After-sales and customer feedback management: the keys to customer satisfaction

It's a step that's often overlooked, yet it's probably one of the most important: managing after-sales and taking feedback into account.

Once a contract has been signed or a product sold, it's essential to keep in touch with the customer, whether you're talking B2B or B2C. Whether by email, telephone or online surveys, there are many ways to obtain feedback.

Collecting and analyzing data will enable us to establish trends, improve our service and pinpoint areas for improvement, particularly in the customer journey.

To learn more about this step, call on a customer satisfaction survey specialist. This will enable you to benefit from personalized support for your company, tailored to your needs.