Customer Satisfaction: Definition, Examples, Factors, Benefits, Ways to Increase Customer Satisfaction

Building a business with a long term focus on profits and future success is the hope of entrepreneurs. However, there are several key enabling factors such as capital, highly skilled employees and, of course, consumers and customers.

Customer satisfaction is very important to build a more advanced business and increase company profits. This time, we dig deeper into the information so you know more about customer satisfaction in the article below!

Understanding Customer Satisfaction

Customer satisfaction is a measure of how satisfied a customer is with the service or product they receive. Satisfaction occurs when customer expectations match the services provided.

Definition of customer satisfaction according to experts:

Menurut Djaslim Saladin (2003), understanding Customer satisfaction is a person's feelings of pleasure or disappointment that comes from a comparison between his impression of the performance (outcome) of a product and his expectations.

Menurut Philip Kotler and Kevin Lane Keller (2007), consumer satisfaction is a person's feelings of pleasure or disappointment that arise after comparing the performance (results) of the product that is thought of against the expected performance.

Menurut Tjiptono (2012)Consumer satisfaction is a situation shown by consumers when they realize that their needs and desires are as expected and well fulfilled.

In short, the notion of customer satisfaction is what consumers want or need in order to meet their desired needs, such as goods and services. Having the highest quality product or service is the goal of the customer.

Therefore, until now, customer satisfaction has become an integral part of the vision, mission, goals, positioning statements company and many other things.

Factors Affecting Customer Satisfaction

The most important thing that needs to be considered by the company to create customer satisfaction is the quality of the products used. Several types of factors are considered so that consumers remain in business, including:

Service

Service is the main pillar of service nature which aims to maintain and enhance good relations between producers and customers. Service is very important but there is something that is so essential, namely, about listening to various customer complaints and input and providing solutions that are right on target to make the company's products better and more attractive to customers.

Product quality

After accommodating the best input, product quality becomes very important. Because product quality is an expression (expectation) of consumers for what is made by producers. Paying attention to the required conformity, the vulnerability of product durability to consider, the benefits of manufactured products, and the reliability of manufactured products, so that product quality is reliable for consumption. This is where the trust (loyalty) is born to keep buying the manufacturer's products.

Price

The price benchmark is very important in any business because all prices offered by companies to consumers are the benchmark for the product itself. Prices affect the market demand for products as well as the difficulty of the level of raw materials, manufacturing skills become a benchmark for the value of the product price.

Proper Promotion and Marketing Strategy

Through promotions we will provide information, increase sales above normal, and create product loyalty with consumers. This activity helps us influence consumers to use our services or products so that they are satisfied with these products.

Benefits of Customer Satisfaction

Strengthening Brand Business Position

Today's business market is increasingly competitive with the emergence of various businesses. One of our efforts to survive in the intense business competition is to provide the best service to customers. Then what satisfaction can customers get from your company? To find out, look at it from the customer's perspective.

Satisfied customers will attract more new customers, so your business brand will become more widely known, increase brand awareness, and strengthen it brand standing you.

Increasing Positive Impression of Business

Surely we have told about the best service at a certain location because it is very satisfying and do not hesitate to recommend it from their products and services to friends and family.

Conversely, if we are disappointed with a brand then you warn others to stay away from it. Here, customer satisfaction creates both positive and negative impressions. A positive impression can increase sales, increase profits, and expand customer reach. Vice versa.

Increasing Customer Interest and Loyalty

Satisfaction is directly related to interest in a product or service. If the buyer is satisfied, the next purchase will automatically choose your store. That's what we call customer loyalty. You can give thanks to your loyal customers and prevent them from leaving the "grip".

How to Measure Customer Satisfaction Indicators

Ghost Shopping

Ghost shopping is a type of work done by people outside the company known as ghost shoppers or mystery shoppers. Companies looking to measure customer satisfaction can call. Then they buy from that company and provide product or service evaluations, service evaluations, and transaction processing.

Conducting Surveys

Since customer satisfaction can be measured by questionnaires, companies regularly distribute questionnaires and solicit feedback from customers. Preparation of survey items such as the survey model to be used, the number of survey targets, to the survey target criteria.

Measuring the Level of Market Sentiment

One way to measure the level of market sentiment is to analyze the reviews left by customers after buying a product or using the services provided.

How to Increase Customer Satisfaction

Arrange Customer Journey With the Funnel Planner Map

Funnel planner map is one way to increase customer satisfaction. This method is used to compile and map the customer journey.

Start by creating a customer journey as an audience for your value proposition, customer segments, and loyal customers. You can find out more about this first method on the Internet.

Provide a Customer Complaint Line

Have you ever heard of the Customer Complaints Office? When buying a known product, you will usually find the phone number on the product packaging. This number is a customer complaint channel for disappointment with the product purchased. You can call this number.

This summary report from the customer complaint line is very useful for businesses. Customers can tell how disappointed they are. The customer complaint channel provides a place for customers to submit suggestions and opinions. Their voices and complaints will be heard by the company and they will be satisfied.

Without a customer complaint line, disgruntled customers cannot vent their frustrations. Finally, they look for other containers to vent their disappointment. Going viral on social media can hurt a company's sales and is difficult to overcome.

Check Sales Report Carefully

The next way to increase customer satisfaction is to review sales reports. You can carefully analyze your sales performance. There are several things that you should analyze in a sales report.

See how many customers are repeat buyers and how many are not, and compare them. If you have a lot of repeat customers, this number is a good indicator of customer satisfaction.

Also pay attention to the types of products that are in demand, whether they are consumables or subscription-based products. In other words, the number of repeat orders means that we provide services that satisfy our customers.

Conversely, if you don't have many repeat orders, it means you have a track record of improving and improving customer service.

Give Something More

Apart from the three ways above, you can also offer something to customers in the form of free products and services to increase their satisfaction. First of all, you research customer reviews first.

Once you've planned an upgrade, offer something to the customer. The diagram looks like this: Imagine ordering a celebration cake. But the finished cake doesn't match the photo of the cake I ordered (disappointing). For example, if a decoration is missing, the good news is that the seller has explained it (repair). As an apology, the cake seller offers a bonus to customers in the form of a 50% discount.

Disappointed customers become satisfied customers because of reduced prices. Apologies can also be in the form of free products, free coupons, free services, and so on.

Improve Product and Service Quality

The last way is to continuously strive to improve products and services. Do not be too quickly satisfied with the achievement of the quality of the product or service that you have achieved.

The quality of products and services still needs to be improved to keep up with the very rapid developments of the times. Please note that not all customer requests must be fulfilled. Prioritize proposals that can really impact the development of the company.

Well, that's the summary of customer satisfaction. Hope this article can help you!