Growing Your Business: Let’s Talk About Customer Satisfaction
If sales are the engine, then customer and client satisfaction is the fuel. This is the food the human body needs to maintain it’s vitality.
It has been long said that managing expectations is the fundamental success criteria in relationships. Unmet expectations creates friction. This is especially true in business.
The good news is there are four levels of customer satisfaction, all based on how well you meet their expectations.
The Four Levels of Customer Satisfaction
Level # 1: Meeting Expectations
The absolutely minimum requirement in business is to meet basic customer expectations. This is the lowest bar. Here, your customer’s don’t complain. But they are also not loyal. The minute something else equally minimal or marginally better surfaces, they will have no hesitation to move their business.
Consider the question: What do your customers expect of you? Is this clear and part of your selling proposition?
Level # 2: Exceeding Expectations
This is where the element of surprise helps you. You provide beyond what they expect. Yes, the service needs to meet their needs, and be of their expected quality based on their investment in you or your offering, but there is a step above this. Maybe you check in on them, notice when they don’t rebook, or have a drip campaign that offers them information they appreciate such as free tips, recipes, useful apps, etc. This is where loyalty is created.
Consider the questions: What businesses do you use that exceed your expectations. How do they make you feel? How can you make your customers feel the same way?
Level # 3: Delight your Customers
This is the level of service that brings a smile to your face. Something about your service to them touches them on an emotional level. Delighted customers are very hard for competitors to attract. Some delighted customers or clients will pay extra for the things they want, like premium appointment slots, first class, or the highest level of service. Sometimes delighting people is being helpful between services, perhaps its that helpful resource, or that message you send them passing on information they said they needed. These customers and clients know and feel that you truly care.
Consider the question: What customers or clients are delighted with you, and why?
Level # 4: Amaze Your Customers
This level the ultimate in success for any business, employee, or owner. This might be a high bar, but when was the last time you were amazed as a consumer? In private healthcare, this is possible. Healthcare (in Canada anyway) is not known for it’s service. Long waits, inconsistent levels of quality, poor follow-up, and care suffers. In private healthcare you can make choices to amaze your clients through providing them with an experience that others can’t duplicate.
Consider the question: How could you amaze your customers?
Final Thoughts: Elevating Customer Satisfaction to New Heights
If “amazement” doesn’t become your bar, recognize your customer and client experience and be prepared to make changes to your business to at least exceed their expectations. This will be the best way to retain the clients you have, and to lock down new clients who won’t leave.
Want to talk? Reach out.
Adapted from “Growth 3.2 Four Levels of Customer Satisfaction.” by FocalPoint Coaching and Training Excellence, Copyright 2018, by Brian Tracy and Campbell Fraser. Reprinted with permission.
