Customer satisfaction, experience, service and journey

Difficult to define and difficult to distinguish, these four concepts, however, are often used without being clearly understood. While Customer Satisfaction, Customer Experience, Customer Service, and Customer Journey are undeniably different, they are all part of an overall strategy. In

 

Customer satisfaction

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Customer satisfaction can be defined as “the degree of satisfaction provided by the goods or services of a company, measured by the number of loyal customers ".

But let's be honest, just because customers are happy won't grow your business. What really matters is that customers recommend your service or product to others or make a new purchase. Therefore, you must first know how satisfied your customers are with respect to your product and service. Second, you need to know if those satisfied customers will recommend your service or product and buy again.

 

To achieve the first goal, you can simply create an NPS (Net Promoter Score) survey that indicates who your brand ambassadors are.

 

To achieve the second goal, you must combine that data with your sales revenue. But how do you do it? This is where a CRM solution turns out to be a very useful tool. It helps to collect NPS information about each customer, but also to match customer satisfaction data with sales data. That way, you can assess to what extent brand ambassadors (or promoters) contribute to the growth of your business and, consequently, the extent to which your teams should strive to turn detractors and passive customers into brand ambassadors. .


Customer service

Customer service refers to the “advice and assistance provided by the company to customers before, during and after purchasing or using its products / services (business growth.

Very often, customer service is understood as a necessary evil, while, conversely, customer service is a means of increasing customer satisfaction and creating new sales opportunities. It is not necessary to explain how solving the problem of your customers can positively impact their satisfaction. But you may be wondering how we can turn this complaint into new sales.

To make this possible, you must first facilitate communication between your customer and the sales service (once again, your CRM solution will definitely be very useful). Then once a customer complaints, make sure your commercials are up to date and then let the magic happen. If you still don't understand, here is a concrete example.

An Effigy customer, with activities in the retail sector, wanted to sell an additional insurance policy with the goods that were purchased. The sales department responded that customers had no desire or need for this additional cost. Following this reaction, the company implemented the Effigy CRM solution in its system to inform the sales department each time a customer contacted customer service in case of a problem. This was, of course, the best time for the sales department to contact the customer and offer the insurance policy. As a result, the insured clients of this company were more satisfied because they no longer faced additional unresolved issues, and insurance policy sales increased rapidly.

Customer experience

The customer experience is the set of experiences that a customer has with a brand during the time in which there is a service relationship. The better the customer experience, the greater the probability of increasing customer retention, generating new leads, increasing the average ticket, etc. (Questioner)

What does not appear in this definition, and should be added as a key ingredient for the customer experience, is the impact that the sense of belonging to a community has on the customer's sentiment about your brand. In fact, this customer experience or sentiment is influenced by what other customers or users think about your brand. The world of fashion, for example, is adept at exploiting this sense of belonging. Its fashion trends that made people wear a bell hat in the 1920s or flared trousers in the 1970s. This is why increasing your brand's credibility is crucial to developing a sense of trust among your customers.

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The customer journey

“Customers do not base their experience and satisfaction on individual interactions, but on the accumulation of all those individual interactions." The customer journey includes all customer interactions with the company and its products. The customer journey is therefore the guiding principle that drives customer experience, satisfaction and service.

 You may think this is very theoretical, but take a horror movie as an example. If you pay attention to the minutes leading up to the horror scene, you will easily notice the change in the background music, the livid faces of the actors, the sudden darkening room, and the disturbing noises behind the doors. All of these elements contribute to a complete trip and cannot be taken individually. As Alfred Hitchcock said: “There is no terror in the outburst, only in the anticipation.”

In conclusion, the customer journey requires the utmost attention to involve all departments and implement a multi-touch journey strategy that will include constant customer satisfaction, customer service, and customer experience actions.

 

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