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Customer Satisfaction within Customer Experience

Wayne McMaster

29 June 2017

In the search for profitable organic growth, more and more high-end interior brands are making major investments in optimizing the end-to-end customer experience – every aspect of how customers interact with the company’s brand, products, promotions, and service offerings, on and offline.

In doing so customer satisfaction should be viewed as integral to this, an improved customer experience isn't the same as improved customer satisfaction. Customer satisfaction scores help you better understand if people are pleased with your product. They can help you recognize whether or not you are delivering a truly seamless customer experience.

The one most powerful assets in the business are your customers, especially your customers positive testimonials and word-of-mouth referrals in this sector of the considered purchase.

Remember it may be worth examining customer complaints and inquiries to see how customer satisfaction can be improved. If you don’t have a systematic way of collecting these, you should develop one. Both are good indicators of opportunity areas. However, don’t limit yourself to just complaints and inquiries. Remember, only two to four percent of dissatisfied customers ever complain, if you’re only looking at complaints, you’re missing the other 96 percent to 98 percent who have problems with you.

While success in customer experience looks different depending on the organization implementing it, many successful programs have some characteristics in common:

  • They start at the top. If your whole organization isn’t committed to the concept, it’s easy for Customer Experience initiatives to fall by the wayside.
  • Company culture reinforces the importance of customer experience. The entire organisation should buy in. Sometimes, this means rewarding employees for providing outstanding customer experience. Sometimes this means celebrating the experience of employees as well customers.
  • Customers are seen as assets. It’s important to be honest about what customers actually did for business and why, as opposed to what customers say they will do on a survey. Additionally, companies must create a centralized way to listen to, respond to and compile all the feedback received from customers.


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