Taking The Pulse Of Your Client’s Satisfaction by Cindy Stradling CSL, CPC

One of the most costly mistakes a business can make is assuming customers are satisfied with their products or services. Some companies believe that if there are no complaints originating from customers, everyone is satisfied.

In fact, customers can be dissatisfied with a product or a service and simply stop doing business with the company. In data reported by Statista, 91% of consumers indicated they would not do business with a company that had failed to meet their expectations after an issue, and 61% of consumers said they had left a brand after a negative experience with customer service.

One of the best ways that any company can take a read on customer satisfaction is to make a follow-up contact part of the sales process. There are many different ways to manage these follow-up calls, which can range from basic options for lower-value types of transactions to more personal attention in follow-ups with B2B and regular clients.

Online Surveys

Sending a follow-up automated email after an online purchase is an effective way to get an accurate picture of how your customer experienced the buying process. These should be short, easy-to-complete surveys with the option for the customer to add additional information if desired.

Ratings, stars, numbers, or other simple forms of online surveys make it easy to collect data from hundreds of customers per day.

Follow-Up Calls

As part of the CRM system, having a follow-up call after a purchase is always a way to check in with the client and proactively address any issues. These should be short calls that are not designed to sell but rather to show interest in the client’s experience with the purchase. These could be alternated with emails or done every quarter with high-volume clients.

Personal Meetings

Personal meetings are an exceptional way to show your clients how important their experience is with the purchase process. These types of meetings are often reserved for significant B2B interactions, but they can also be a great way to address the order following a problem or an issue.

As with the follow-up calls, the personal meetings should be focused on client satisfaction, not on selling or promoting a product or service. Genuine interest in the feedback received during these meetings helps open up the dialogue so you can serve your client best for the future.