If something doesn't meet with a customer's requirements there are
many alternative suppliers to choose from in most situations. Customers can
vote with their feet, cars or telephones, and more importantly with their
credit cards and cheque books.
An existing customer is likely to spend more in the long run than a
new customer whose future purchasing patterns will be less predictable. It also
costs less to keep existing customers than to win new ones. Put another way,
repeat customers are major contributors to profit. They sometimes encourage
others to purchase from your company too, so ensuring customer satisfaction
clearly makes sense to ensure that customer satisfaction is as high as possible
with the products and services that you provide, the way they are dealt with by
your company, or any consideration that is important to them when deciding
where to spend their money.
When assessing customer
satisfaction the key issues are:
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- What considerations are most important to the customer?
- How well does your company perform on each
It is also possible to compare your own company's
perceptions (across all locations including customer-facing sites and head
office) against the perceptions of your customers in terms of the
identifying gaps between company perceptions and those of your customers on
each consideration you can prioritise areas on which to focus your efforts in
order to make the most effective improvement.
to this the power that can be harnessed from customer feedback on what steps
you can take to improve satisfaction, and you have the opportunity to enthuse
your customers so that they will tell others how good you are, whilst
continuing to spend their own money with you.
This approach remains valid for new customers as well as existing
customers. As well as keeping existing customers, identify what satisfies a new
customer and they will soon become a customer of the even more profitable
The best business is repeat business. The key to repeat
business is customer satisfaction. A satisfied customer is generally a loyal
customer and therefore will come back to you. A truly satisfied customer will
tell others hence referrals and recommendations. Stratagem MarketChecker will help you to increase
your sales through enhanced loyalty and increased recommendation
We can design customer
satisfaction surveys to meet your needs, or run existing surveys on your
behalf. Either way, you will be pleasantly surprised at the results and we are
confident you will continue to use our high quality, bespoke and
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