13 Sep 2011

Do your customers feel great about you?

Measuring customer satisfaction is one of those costs that large companies find hard to cut. Tracking the ups and downs of every aspect of customer service is addictive, and gives the illusion of control. 

Companies like to believe that perfecting their processes will make customers like them more. So they tinker under the bonnet, without looking at the bigger picture.

But do we really expect perfection? Or is it something else that makes us stick with our favourite companies? 

In many cases it's driven by the people we deal with, and how they treat us. But for online businesses it comes through the tone and style of the website, the packaging and even the materials that come with the delivery. All of which is much easier to control than actual people.

Abel_and_cole
A current favourite is Abel and Cole, the veg box delivery service. Their website is exceptionally easy to use. Their passion for fresh food comes through loud and clear. And the delivery always includes a recipe card. Without any contact with their staff, the relationship feels warm. They haven't made any mistakes yet, but they'd be forgiven if they did.

Although price, service, and quality are top of mind when we buy something for the first time, our reasons for repeat purchase are usually less tangible. It is how we feel about them that can make the difference.

So rather than investing big money on tracking customer satisfaction, take stock of your customer warmth in three simple steps:

  • Buy your own product, whether online or in person. How does it feel to be a customer?
  • Spend time with your customer service staff. Work in the shop, the factory or the call centre. How does it feel to deal with your customers?
  • And finally, talk to your customers how they feel about you. Do they feel friendly and positive? Or are they just craving a reason to go elsewhere? Don't measure, just listen.