Customer satisfaction is a measure of how happy a customer is with the Product Offerings, Services and deliverables.

Satisfaction is an intrinsic part of shopping experience. A satisfied customer is more likely to shop again and induce shopping through a likely influence. A satisfied mind and creates an opportunity for a share of wallet shopping experience. It also helps managing the customer churn;

Here are some important research findings acquiring new customer is 5 – 25 times more expensive than retaining one. Importantly over 33% of the regular customers to a brand mostly consider switching. If the customer is satisfied 65% of them would recommend others and out of the satisfied group 50% of them would continue shopping themselves.

Customer satisfaction is the degree to quantify how pleased a customer is with the experience of the offering. It is a measurement of a customers interaction with a brand. It is one of the core requisites of the business to know and understand how the customer feels. It helps a business to measure and index the customers behavior. Non-measurement would lead to a circumstances of a brand not being able to identify consumer behaviour and help build business cases.

Measuring customer satisfaction by using tools such as Net Promoter Score is one of the most common workings to understand the customers psychic;

NPS is calculated by subtracting Percentage of Detractors from the Percentage of Promoters.

The lower the promoters the higher is the impact gauged on the brand performance. Thus programs to drive the CS becomes imperative for a business or brand. There are several measures to improve upon the satisfaction, illustrated below are the key mostly implemented.

• Asking the customer for their feedback and listening to them
• Educate the customer and help them with the answers
• Making the processes simple for brand and consumer interaction
• Wow the customers
• Continue working harder than the competition
• Being proactive and managing expectations in brand communications

It is important for brands to practice empathy while framing policies and processes. The workings should ensure a model of convenience with on-ground action steps, turning the survey into action.

Also the Brand Managers while framing Standard Operating Procedure must ensure that the customers are treated the same way the way they would like to be treated. An emphasise on personalisation would take the brands a long way.

Customers value a prompt reciprocation and any complain addressal with minimum interaction as low as one is highly appreciated. Empowering the front end customer facing team helps smoothen the interaction and a satisfied customer engagement.

A satisfied customer is likely to become loyal over a period of time as the essence of satisfaction is the state of mind. At the end of it all it is the customers relationship with the brand.

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