Four key points to improve customer satisfaction

One usually has positive expectations when dealing with a person, a group, or a project. When such expectations are reflected in reality, then one is satisfied. On the contrary, if expectations are not met, one is deeply dissatisfied. The same dynamic is established in the relationship between customer and company, on which customer satisfaction depends.

Customer satisfaction can be measured by the so-called C/D (Confirmation/Disconfirmation) paradigm, which involves a comparison between the real state of things and the objective, determined by the wishes and expectations of the customer. The desired performance is compared with the actual performance, resulting in three possible results.

If the reality is below expectations, the customer is dissatisfied and we speak of a negative discrepancy. If reality equates to expectations, the customer is satisfied and we can talk about customer satisfaction. If reality exceeds expectations, the customer is extraordinarily satisfied and we speak of positive discord.

In this context, customer satisfaction should be measured, which must be improved by implementing some key company services. If you wish to measure the C/D paradigm and evaluate the satisfaction of your customers, you can trust us at We Are Fiber. We have the tools to identify the level of satisfaction of your customers and improve it.

Get to know your customers' needs

Until recently, in classic marketing jargon there was talk of a target, understood as mass consumers. Today, however, we speak of personas, seen as a single customer who has particular characteristics and needs. Your customer service must be designed to satisfy every single need, placing you in the consumer's shoes so as to generate empathy.

To do this, you need to analyze big data, that is, the huge flow of data relating to your customers that contains invaluable information on which to build your business models. Modern software is able to process and analyze thousands and thousands of data sets, allowing you to build a proactive customer service capable of answering questions and even anticipating possible problems.

Then, there is the human aspect to consider, which is anything but secondary, even in an era of the strong digitization of services. At We Are Fiber, we have extremely professional contact centers and call centers available to probe the customer experience and adopt the perfect solutions to improve customer satisfaction.

How to take the pulse of customers

A proactive customer service must not only provide answers when asked, but always be at the customer's side to take the pulse of his or her level of satisfaction. Among the many techniques available, there are telephone interviews, surveys, and online questionnaires. Draw up a "battle plan" that includes flows, processes and results.

In this way, the customer can appreciate the close proximity of the company, which can therefore improve and increase its brand reputation. This activity is also an important marketing strategy, as it allows you to understand the most frequent complaints, the services that work best, customer preferences, the main market trends, etc. You can then take the right countermeasures and customize the production of the articles, goods and services marketed and adjust customer service according to the needs of your target audience.

Correct management of feedback

Another invaluable tool available to companies is feedback, especially with regard to marketing. Firstly, most customers read e-commerce feedback and reviews before purchasing a product. If the comments are positive, consumers are more enticed to buy a product, as they feel reassured about the investment they are making.

Negative feedback is also crucial, even more so than positive feedback, so this should definitely not be ignored. In such instances, you must understand what went wrong in the customer journey during the purchase or which services did not satisfy the customer, so as to make the appropriate changes and intervene promptly to prevent that problem from arising again.

The importance of the digitization of services: from omnichannel to chatbots

We have now entered the age of artificial intelligence, a technology that cannot be disregarded by companies that want to avoid staying stuck, while competitors run ever more swiftly.

From this perspective, omnichannel is of great importance, understood as the synergistic management of physical and digital communication channels. The clientele today is varied and consequently the channels used to contact a company are diverse, including telephone, chat, social and email. Using specific tools and software, companies must develop omnichannel marketing, capable of connecting all channels together and so providing adequate and relevant answers in every situation.

Speaking of artificial intelligence, another indispensable technology is that of chatbots. These are robots perfectly capable of holding a conversation, as if they were human beings, able to learn new concepts thanks to machine learning.

To better understand how to improve the satisfaction of your customers, you can contact us at We Are Fiber.

We will be able to find the best solution to reach your goals.