What is visitor satisfaction?

Find out more about this frequently used marketing term.

 

At the end of the day, running a successful operation all comes down to one thing: visitor satisfaction. Surprisingly enough, few business owners and marketers ask themselves what visitor satisfaction actually is. This while knowing what defines visitor satisfaction is paramount to any operation. Not only to adequately gauge the satisfaction of its target audience, but also to improve its organizational practice - and hence the loyalty of the target audience as well - on a continuous basis. Continue reading to find out more about the meaning of this frequently used marketing term.

 

What is visitor satisfaction
Trusted by companies of all sizes
  • T-Mobile
  • BBDO
  • iAmerica
  • Accor hotels

Looking at the complete picture

If you’re a marketer and want to properly grasp what visitor satisfaction is, the first thing you need to do is move away from your desk for a few moments and look at the world through your respondents’ eyes. Merely asking your target audience how satisfied they are with a specific process, product or service will not give you any meaningful insight into their overall experience – which is what defines visitor satisfaction in the long run.

‘Delivering happiness’

While most retailers tend to see visitor satisfaction as not much more than the number of returns subtracted from the number of sales, online retailer Zappos purposely uses a refreshingly different approach. To Tony Hshieh, founder and CEO of Zappos, visitor satisfaction is about “delivering happiness” first and great quality products second. Indeed, the Internet is full of reviews that illustrate how Zappos always tries to establish an emotional connection with their customers.

One time, Zappos staff even physically visited a rival shoe store to purchase a pair of shoes for a woman staying at a hotel nearby when Zappos didn’t have the pair she wanted in stock. No sale was made. Not by Zappos, anyway. But you can bet your sweet bippy on it that customer will check out Zappos the next time she’s in the market for a new pair of shoes.

Improving visitor satisfaction

Can’t wait to start improving your visitor satisfaction rates? Create your online survey to start measuring today!

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