Why is customer satisfaction so important?

This article explains why measuring customer satisfaction is important for any organization that wants to take things to the next level.

 

Most business owners and heads of organization firmly believe that customer satisfaction is definitely something to aim for. There are some researchers, however, who are convinced that satisfied stakeholders are not necessarily loyal stakeholders. Hence, they argue that measuring customer satisfaction is a waste of time and that it’s stakeholders loyalty that should be tracked instead. Do you, too, find yourself wondering if customer satisfaction really matters? This article lists three reasons why customer satisfaction is crucially important for any organization.

 

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

The stats speak for themselves

Before we begin our short but sweet exposé, we thought we’d share a few interesting stats with you. For instance, did you know that:

  • 7 in 10 marketing managers believe customer satisfaction is an important metric to manage and monitor a business’ progress?
  • Zappos, an online retailer known for its extremely high customer satisfaction rate, reports that 70 to 75 procent of its sales stem from purchased made by returning customers. Additionally, loyal Zappos customers tend to order more than two times the amount they ordered as first-time customers.

The importance of customer satisfaction

Need more convincing? No problem! There are plenty of reasons why customer satisfaction is important:

1. Stakeholders cost more to gain than to retain

Attracting new people is more expensive than keeping the ones you already have. It’s only logical: a friendly smile doesn’t cost your organization a dime. Launching an ad campaign to acquire new visitors, however, does.

2. A satisfied visitor is likely to become a loyal stakeholder

Sure, your organization may outperform the competition in more than one way. But if you really want your stakeholders to stick with you, you can’t ignore customer satisfaction. If people are not satisfied with the overall way you handle things, they will simply move on.

  • Did you know? Rather than pushing customer service to make a sale and then hang up the phone as quickly as possible, Zappos encourages them to establish an emotional connection with the customers they talk to. It doesn’t even matter if they sell something or not. Zappos is even known to help potential customers purchase products from rival companies if they don’t have the items in stock themselves.

3. Measuring success and measuring customer satisfaction go hand in hand

Reaching all your goals and meeting all your deadlines is great. But what if your target audience actually prefers a different approach? Unless you measure customer satisfaction, you can never be sure if you’re as successful as you think you are. Curious to see how satisfied your stakeholders really are? Start measuring customer satisfaction today! Creating an online survey with Survey Anyplace is fast and easy.

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