Organizations must be oriented towards their clients, continuously adapting the product or service offered to their wishes to achieve their satisfaction and loyalty. For this, it is very important to know what your requirements are and to analyze the degree of compliance with them, two objectives that can be met with an adequate process of customer satisfaction measurement.
The client must have a preferential consideration within the management of any organization. Such is the case that the first of the eight quality management principles on which the ISO 9000 family of standards is based suggests that organizations adopt a customer approach to their management.
Furthermore, the ISO 9001 standard establishes that organizations must determine the corresponding methods to obtain information about customer satisfaction importance. The final objective is to increase said satisfaction, which is one more example of the importance that is given to the client.
The customer satisfaction measurement should be considered as one more process that the company must integrate into the organization’s management system and guarantee its regular implementation in the most efficient way possible.
We May Collect Information in Two Different Ways to Assess Customer Satisfaction Importance:
Directly: we obtain the customer’s perception of the organization’s compliance with its requirements.
Indirectly: We obtain information related to compliance with customer requirements from existing data in the organization itself.
The advantages that can be obtained in front of the competitors are increasingly difficult to acquire and manage, the reason why a high degree of customer satisfaction importance can be considered as the main source of competitive advantage.
- Convey a positive image of the organization
- Increase the prestige of the company
- Gain experience to offer services in other markets
- The key factors that makeup customer satisfaction importance can only be known through research into the quality of service perceived by customers.
This Type of Study Must Detect Four Fundamental Types of Client Perceptions:
- Attributes on which satisfaction is projected
- Attributes on which compliance is projected
- Improvements to consider
- Improvements that must be urgently addressed to avoid losing customers
Characteristics of Customer Satisfaction Measurement
For the customer satisfaction measurement to be useful and effective, we must take into account the following aspects or characteristics:
Relevance: We must be clear that what is going to be measured is important for the client to be able to measure those aspects that directly affect their customer satisfaction importance.
Integrity: The sources used in the measurement process must be reliable and as objective as possible to avoid that it is biased.
Segmentation: Sometimes, depending on the type of organization and the market in which it operates and, very especially, depending on the type of clients that the company covers, it may be important to carry out market segmentation to direct our process of measuring the satisfaction to that type of audience that interests us most.
Objectives: Before customer satisfaction measurement of our clients, it is necessary to analyze and define the objectives that we want to achieve with said measurement so that it is useful and effective. It is useless to measure if we do not know what we want to measure.
Trend: It is necessary to analyze the data and results obtained to know if there is a negative or positive trend, analyze the causes and make the appropriate decisions accordingly.
Comparisons: It is equally useful to compare ourselves with our competitors to know what the competition measures, to know the trend they are following and to analyze how they are doing.
What Are the Methods of Customer Satisfaction Measurement?
It is worth mentioning that it is not only important to measure the perception of quality at a given moment, but also to identify what are the aspects that should be worked on to achieve improvements.
The Method to Be Used to Measure Customer Satisfaction Importance Should Be Oriented to Achieve the Following Main Objectives:
- Determine the structure of the customer satisfaction importance evaluation system.
- Define the different aspects that influence satisfaction and the attributes that make them up.
- Obtain the degree of satisfaction and the importance that customers assign to each of the attributes that make up customer satisfaction importance.
- Determine the urgent improvement areas to be faced by the company to improve the degree of customer satisfaction importance.
- Prevent the company from the factors that could become dangers that threaten satisfaction in the future.
- Define areas of strengths on which to support future strategies.
The Main Methods or Tools That Companies May Use to Measure the Satisfaction of Their Customers Are:
Market Research: This is research on all the actual and potential consumers of our products or services to evaluate them with those offered by the competition to identify opportunities and threats.
Customer Panels: A group of customers who know our product or service very well are selected to obtain suggestions and opinions about it.
Hidden Customer: In customer satisfaction measurement method, an evaluator impersonates the company’s customer and simulates a purchase to assess the aspects related to it.
Group Sessions: Meetings are organized with small groups of clients focused on very specific aspects of the product or service.
Personal Interviews: These are regular individual meetings with selected clients in which a large selection of aspects related to our product or service is discussed formally to identify real expectations of the client.
Historical Real Customer Satisfaction Importance Surveys: Consists of conducting surveys using satisfaction questionnaires to three types of customers: new customers, customers who are reducing their purchase volume and customers who have stopped consuming our product.
Satisfaction Surveys: Consists of conducting satisfaction surveys through short questionnaires to selected company clients based on previously defined objective criteria that allow us to obtain the opinion of our clients after purchasing the product or service.
Telephone Surveys: Before conducting a telephone interview, we should ask the client if he has time to answer it.
Personnel Surveys: in cases where certain employees are in direct contact with the client, we can carry out surveys of these employees to obtain direct information about their opinion.
Complaints And Suggestions: Establishing a system for collecting complaints and suggestions is a basic method of collecting information. Complaints are opportunities for improvement.