How to Measure and Manage Customer Satisfaction

By David Fregosi

c65b91c925As a business owner or manager for a company, customer satisfaction is an important part of your job. Of course, ensuring a great experience for all clients or customers is a goal shared by all of your employees, but as the manager in charge it is primarily your job to measure your customers’ satisfaction with your company, services, or employees, and manage appropriately based on the results. A company who recognizes this is often better for it, and usually does a better job at securing repeat customers.

The first step in ensuring customer satisfaction is making it a priority among your employees. Inform them not only of its importance, but give them training and guidance to help them succeed. It is often helpful to appoint one employee as responsible for collecting customer satisfaction information either by sending follow-up emails to customers or calling them to inquire about their experience with your company or the employee who helped them.

Calling or following up with your customers can develop relationships with them and can even be a good time to schedule follow up appointments or services, if applicable. The employee speaking with the customer can take a positive experience and springboard that into future appointments or services. When dealing with negative experiences, it can help to talk through what went wrong so the employee can start talking about your service to them the next time you see them. If you are a small company, as manager this can be a good job for you. When the manager calls them, it can give customers a larger sense that your company truly cares about serving them well.

The most important part about customer satisfaction responses is not to overreact right away. Think about and analyze why a customer may have answered a certain question in a particular way. A good manager sees negative customer service experiences not as a sign that an employee is ill-suited for their position, but as an opportunity to improve that employee’s understanding of customer service, their position, or other factors that may have contributed to the negative review. Your willingness as a manger to work with your employees instead of talking down to them or telling them what they already know-i.e. that they need to improve in their customer service after a negative review-can help improve morale and can even have managerial benefits for you as you develop your relationships with your employees.


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