Customer Satisfaction

Customer satisfaction has been disparaged in recent years, and indeed it is not the end-game metric it once was, having been supplanted by customer loyalty and customer evangelism (spreading positive-word-of-mouth) measures. This has happened for good reason. Loyalty and customer propensity to recommend are better final predictors of financial success. However, what has been lost by many in the shift to loyalty is the fact that customer satisfaction is still a key driver of loyalty and recommendations. That is, it is an impact variable, which has a significant influence on customer loyalty. Customer satisfaction is one of several key drivers of customer loyalty and therefore it is a critical component of any loyalty program.

Sentient customer research uncovers the key drivers of satisfaction. It is not enough to know the percentage of your customers who are satisfied or dissatisfied, you need to know why in order to take action. Sentient customer satisfaction research programs give you the why of customer satisfaction by:

• evaluating exhaustive sets of customer touchpoints with your products, services and brand;
• deriving what is most important to your customers, and
• benchmarking your company against your competitors

These quadrant and gap analyses give you the insight you need to prioritize operational improvements in the areas that matter most, and communicate in your marketing where you are strong and your competitors are weak. The link below shows easy action based insight from a customer satisfaction GAP analysis.

Click here for the customer satisfaction GAP analysis.