In the rush of meeting deadlines and completing urgent projects, customer satisfaction can often take a backseat. However, customer satisfaction is one of the factors that are integral to a successful business. Instead of attracting new customers, it might even be better for your business to keep a hold of existing customers. Higher customer satisfaction can even lead to customers recommending you to others and creating new business opportunities. At the core of customer satisfaction lies the question, ‘Does your product or survey meet the customer requirements?’ Here are some of the most critical criteria for customer satisfaction and why they are beneficial for your brand.

1. Customer Satisfaction: Meeting Product Requirements
In the rush of meeting deadlines and completing urgent projects, customer satisfaction can often
take a backseat. However, customer satisfaction is one of the factors that are integral to a
successful business. Instead of attracting new customers, it might even be better for your
business to keep a hold of existing customers. Higher customer satisfaction can even lead to
customers recommending you to others and creating new business opportunities. At the core of
customer satisfaction lies the question, ‘Does your product or survey meet the customer
requirements?’ Here are some of the most critical criteria for customer satisfaction and why they
are beneficial for your brand.
Be Transparent
It is integral to have a strong relationship with the customer. Your company and team were hired
for the knowledge and expertise they possess. You should explain a hundred per cent of the
pros and cons. Use a transparent approach and share information freely with your clients to
build strong relationships and enable them to make better decisions. Having a clear two-way
channel communication is mutually beneficial and lets customers know that you are actively
working on making their experience better.
For example, if a customer is interested in buying a car, factor in the total cost of ownership, and
provide a comparison to customers and provide a recommendation based on that information.
By being transparent about savings and billing information, it prevents customer dissatisfaction
when your client asks for an offer. Be honest and open about pricing, fees and deliverables, and
ensure that your invoices reflect the same. The motto should not only be to sell a car but
provide the customer with a product that meets their requirements.
Understand Requirements
When a commitment is made to deliver a certain product or service, it becomes central to
customer satisfaction that those commitments are fulfilled. A preliminary understanding of the
customer requirement is necessary for any industry. In the IT industry, we need to understand
the requirements if a customer has questions about server infrastructure. After proper research,
we can offer solutions that are cost-effective, scalable and optimizable since costs are tied to
either the project, organisation or customer. Customers will end up dissatisfied if you are not
able to satisfy their expectations. Make an effort to find out customer expectations so that the
end product or service will meet their requirements.
Follow up
Often, companies stop following up with customers after a sale or issue has been solved and
move on to the next customer. Selling the product or service is just the first step. Once it is sold,
we have to make continuous follow-ups until the customer is comfortable. Ask end users
whether their requirements are being met. Questions like ‘Are you happy with the experience?’
or ‘How is the equipment operating?’ show that you care and are listening. There are many
ways that you can follow up with customers such as phone, email or in person. Monitor
communication and keep track of their comments and feedback and take the required action if
needed.

2. Measure Customer Satisfaction
It is not the easiest task to measure customer satisfaction. There are many variables in the
manner that people react, whether satisfied or not. Customer satisfaction is measurable by
receiving feedback or through survey responses but it is still a challenge to ensure the
satisfaction of every single case. Surveys are the most likely method for you to go about
receiving customer feedback. Try contacting customers over a length of time to see how their
experience changes. Sometimes, users just want to speak to specific people or be heard out
and empathised with and highly appreciate when these requests are accommodated. With so
many unique personalities, it becomes hard to quantify the experience. However, making the
effort to obtain customer feedback gives you insight into the satisfaction levels of customers,
improve your offering and better retain loyal customers.
Turn Issues Into Strengths
Maintaining a high standard for customer service immediately differentiates you from the crowd
and helps persuade customers to return. It is especially important in today’s hyper-connected
landscape. If a customer needs to follow up multiple times to get a solution, it might result in
dissatisfaction and a loss of interest in the case. This might have a negative impact on customer
retention and brand image. To avoid escalations or adverse side effects, customers should
receive updates regularly and reduced turnaround time. There might be multiple reasons for the
issue, but a strong process can track it from the initial call itself along with the subsequent
updates.
Issues can actually be turned into strengths as good customer service and fast turnaround times
are a big wow factor for end customers. During a recent stay at a hotel, I was unable to access
the Wi-Fi network and called up the reception. The staff immediately sent a mobile broadband
dongle, apologized and explained that it would take time for the issue to be rectified. Moments
like these might seem inconsequential but leave a lasting impression. Their proactive approach
left me with a positive experience that I shared with friends and colleagues.
Proactivity is Key
Companies need to be proactive and understand where mistakes or delays occur and
understand the effect of customer satisfaction. Understanding the requirements of the customer
is the most important criteria. Provide all known information and follow up with customers.
Conduct research into obtaining feedback and take positive steps to target higher customer
satisfaction levels. By meeting product requirements you are ensuring that both parties are
happy and that your goal is to get your customers to either return or, ideally, become a brand
ambassador. It is a continuous effort to better customer satisfaction and even harder to maintain
it, but the results can make or break your business.