Do you desire satisfied clients?
You do, of course. No company wants dissatisfied consumers. But how can you tell if they’re content? Customers as hostages (when customers don’t want to buy from you but feel like they don’t have a choice) prove that repeat business isn’t always a sign of contentment.
Is it feasible to quantify happiness at all?
Measure customer experience
Can you construct a marketing counterpart of the World Happiness Report to determine how satisfied our customers are with our services?
Put an end to measuring the wrong things.
This would be different than, and hopefully more useful than, standard success markers. Metrics like the number of visitors to your site, conversion rate, and basket size are useful, but they’re missing something.
They have no way of knowing how the customer is feeling. Because it’s all about you and your company, not the customer.
Rather, we should consider engagement and satisfaction. Both are hotly debated and sought after, but they are rarely measured or even comprehended properly. Marketers can miss the point even when a brand has an active social media presence, making it easy to determine how engaged your audience is.
There’s more to engagement than just numbers.
While it’s not inaccurate that having a large number of followers immediately suggests you’re doing something correctly, it doesn’t mean you’re engaging people. Or that they’re content.
Even if you have 500,000 followers, if the majority of them aren’t liking, sharing, or commenting, you’re not engaging them. If, on the other hand, you have 50,000 followers and half of them are active, you’re worth more. If they’re involved, there’s a good probability they’re interested in what you do, which is half the battle won.
There’s also the issue of evaluating the motivations for engagement. People are more inclined to convey a negative attitude than a good one, hence negativity tends to be over-represented when determining whether or not they are pleased.
It appears that complaining about a negative experience is easier than complimenting a good one. Complaining is a form of retaliation as well as a show of frustration. But what about being nice? For the customer, there isn’t much to gain.
Simply inquire as to their thoughts.
Asking for positive feedback – or rather, asking for feedback – is the greatest way to encourage it. People need to be reminded to participate, but it doesn’t have to be difficult — extensive surveys are tedious and dull for customers – so keep it short, like a post-purchase SMS.
While the Net Promoter Score (NPS) is widely utilised, its days may be numbered in an era where how people engage with and endorse brands has evolved dramatically since its creation in 2013. It’s preferable to utilise questions that are relevant to your company and customers and are less subject to interpretation than the NPS scale of 1-10.
It’s usual to use a Customer Satisfaction Score (CSAT), but it’s not only about finding out what a customer thinks. It’s all about taking action when things aren’t going as planned.
When something goes wrong, fix it.
If anything isn’t right, look into it. Messages like “How did we do today?” are common, but they’re useless if the responses aren’t followed up on. It’s just as vital to know what a brand is doing poorly as it is to know what it’s doing properly.
What makes someone joyful is sometimes seen as subjective, making it difficult to quantify. When it comes to consumer satisfaction, however, it’s not difficult to figure out what makes people pleased.
Good service, complaint resolution, and issue solving are all far easier to measure than societal corruption and anti-depressant use. If you can figure out which country is the happiest on the planet, you can figure out if your clients are content.