All of us have positive expectations towards a person, a group, a project, and so on. If the expectations are matched in reality, then we are satisfied. On the contrary, if the expectations are disappointed, we remain profoundly dissatisfied. The same dynamic is established in the relationship between customer and company, on which customer satisfaction depends.
Customer satisfaction can be measured with the so-called C/D paradigm (Confirmation/Disconfirmation), which involves a comparison between the real state of things and the objective, determined by the customer’s desires and expectations. The desired performance is compared with the actual performance, from which three possible results emerge.
If reality is below expectations, the customer is dissatisfied and we speak of negative disconfirmation. If reality matches expectations, the customer is satisfied and we speak precisely of customer satisfaction. If reality even exceeds expectations, the customer is extraordinarily satisfied and we speak of positive disconfirmation.
It is from this perspective that customer satisfaction should be read; it should be improved by implementing certain key company services. If you want to measure the C/D paradigm and assess the satisfaction of your customers, you can rely on us at We Are Fiber. We have the tools to identify the level of satisfaction of your customers and to improve it.
Learn to know the needs of customers
Until recently, in the jargon of classic marketing, people spoke of the target, understood as mass consumers. Today, instead, we speak of personas, understood as the individual customer who has their own peculiar characteristics and needs. Your customer service must be designed to be able to satisfy every single need, putting yourself in the consumer’s shoes to generate empathy.
To do this you need to analyse Big Data, that is, that enormous flow of data relating to your customers that contains extremely valuable information on which to build your business models. Modern software is able to process and analyse thousands and thousands of data points, allowing you to set up a proactive customer service capable of answering customers’ questions and even anticipating possible problems.
There is then the human aspect to consider, anything but secondary even in an era of strong digitisation of services. We at We Are Fiber have extremely professional contact centres and call centres available to probe the customer experience and adopt the perfect solutions to improve customer satisfaction.
How to take the customers’ pulse
A proactive customer service must not only provide answers when it is called upon, but always be by the customer’s side to take the pulse of their satisfaction. Among the many techniques available there are telephone interviews, surveys, online questionnaires, and so on. Draw up a “battle plan” that provides for flows, cadences and results.
In this way the customer feels the closeness of the company, which can therefore improve and increase its brand reputation. This action also proves to be an important marketing strategy, since it allows you to understand what the most frequent complaints are, which services work best, customers’ preferences, the main market trends, and so on. You can therefore adopt the right countermeasures and personalise the production of the articles, goods and services marketed and shape customer service according to the needs of your target audience.
The correct management of feedback
Another extremely valuable tool available to companies is feedback, especially as regards marketing. First of all, most customers read feedback and reviews on e-commerce sites before buying a product. If the comments are positive, consumers are more encouraged to buy a product since they feel reassured about the investment they are making.
Negative feedback is also important, even more than positive feedback, so it must absolutely not be ignored. In that case you have to 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 occurring again.
The importance of the digitisation of services: from omnichannel to chatbots
We have by now entered the era of Artificial Intelligence, a technology that cannot be ignored by companies that want to avoid standing still while their competitors run ever faster.
From this perspective, omnichannel takes on great importance, understood as the synergistic management of physical and digital communication channels. Today the clientele is very varied and consequently the channels used to contact the company are also numerous: telephone, chat, social, email, and so on. Through appropriate tools and software, companies must develop an omnichannel marketing capable of connecting all the channels to each other, providing adequate and relevant answers in every situation.
Speaking of Artificial Intelligence, another indispensable technology is that of chatbots. These are robots perfectly able to hold a conversation, as if they were human beings, capable of always learning new notions 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 know how to find the best solution to quickly reach your objectives.
