There is growing comment and editorial,
which underplays customer satisfaction as a means to achieving
Imonic don't subscribe to this view, in fact we believe customer
satisfaction to be a critical element in effectively managing
customers in order to maximise their value to your organisation.
As you can see from our review and
synthesis of research on the reasons "why customers are
loyal", customer satisfaction is fundamental. (Refer:
Imonic Views customer
loyalty). What's more, even if you have the basics of
your service and QCD (quality, cost, delivery) well under
control, customer satisfaction merely moves to a higher and
higher level. (Refer to interaction
It is our view that if you really want to succeed in satisfying
your customers, you should be working on all of these areas:
management of tailored customer preferences; communications
and contact effectiveness; how easy you are to do business
with; how well you resolve issues, report to customers and
Of course, even this approach to customer satisfaction is
relative. You will never satisfy customers completely since
when provoked they will always find areas of "relative"
under performance. It is therefore a matter of understanding
what is important to individual customers and building this
into your approach.
Gaining customer satisfaction data is also a multi channel
affair - the more roads into the organisation the better.
Then comes the measurement of customer satisfaction (refer
satisfaction surveys). This in our view is essential to
effecting improvements, which are driven by customers and
will impact customers. Once completed however, the situation
won't remain static. Customers are always changing, you are
changing and of course competitors are always changing too.
The importance of managing customer satisfaction well - and
repeatedly - cannot be underplayed as a means to maximise
share of wallet and develop account loyalty.