Do you want satisfied customers?
Of course you do. No company wants unhappy customers. But how do you know they are happy? Repeat deals aren’t necessarily a sign of luck, as the concept of customers hostage shows (when customers don’t want to buy from you but feel like they don’t have a choice).
Is it even possible to measure happiness?
The United Nations publish it every year his World Happiness ReportRanking of the countries of the planet in the order of happiness of its citizens. (Finland is the happiest nation for the fourth year in a row.)
Sounds like a tough run, but the metrics used by the United Nations are actually easy to understand and clearly relate to how happy people are: life expectancy, corruption, levels of antidepressant use and so on.
What if we could do something similar with our customers and create a marketing equivalent of the World Happiness Report to find out how satisfied they are with our services?
1. Stop measuring the wrong things
This would be different from, and hopefully, more useful than traditional indicators of success. Metrics like the number of users visiting your website, conversion rate and shopping cart size are important, but they are missing something.
They can’t tell you how the customer is feeling. Because it’s about your business, not the customer.
Instead, we need to think about commitment and satisfaction. Both are discussed and searched for a lot, but are rarely measured correctly or even so well understood. Even if a brand has an active social media presence, you can more easily gauge how engaged your audience is. Marketers sometimes miss the point.
2. Commitment is more than just numbers
It is often believed that having a high number of followers automatically means you are doing something right, and while it is not wrong, it does not mean that you are engaging people. Or that they are satisfied.
You may have 500,000 followers, but if most of them don’t like, share, or comment, they are not engaged. On the other hand, if you have 50,000 followers and half of them are engaged, they’re worth more. If they’re engaged, chances are they have at least some interest in what you’re doing. This is half the battle won.
The question arises as to what feelings are behind the commitment. Judging whether people are happy has a problem because people are more likely to express negative feelings than positive, so negativity tends to be overrepresented.
Complaining about a bad experience seems easier than complaining about a good experience. Complaints are an expression of frustration and a means of retaliation. But be nice? There is not much in it for the customer.
3. Just ask what they think
The best way to encourage positive feedback is to simply ask for it – or rather, for feedback. People need to be encouraged to make an effort, but it doesn’t have to be complicated – long surveys are tedious and boring for the customer – so keep it simple, like texting after the purchase.
And while the Net Promoter Score (NPS) is widely used, at a time when the way people interact with and recommend brands, it may have changed significantly since they were first launched in 2013 his days are numbered. Better to use questions that are specific to your business and customers and are less open to interpretation than the NPS scale of 1 to 10.
Using a Customer Satisfaction Score (CSAT) is common practice, but its success isn’t just about finding out what a customer is thinking. It’s about taking action when things aren’t right.
4. If something goes wrong, fix it
If something is wrong, follow it. “How did we do it today?” – Messages are ubiquitous, but worthless if responses are not followed up. Learning what a brand is doing wrong is as important as understanding what they’re doing right.
What makes someone happy is often perceived as subjective and is therefore difficult to measure. But when it comes to customer experience, figuring out what makes people happy isn’t that hard.
Good service, solving complaints, solving problems – they are all much easier to quantify than the level of corruption in society and the use of antidepressants. If it is possible to find out which is the happiest country on earth, you can find out if your customers are satisfied.