The beginning of customer satisfaction comes with a clear picture of what customers need, want and expect from a purchase experience.
Companies and customers are often disconnected because of an inaccurate definition of satisfaction. Companies deliver services to customers in hopes that satisfaction occurs. A disconnect occurs when customers have unmet expectations.
It seems like every company promises “100% Customer Satisfaction Guaranteed.” This is a classic example of a slogan that over-promises and under-delivers. The slogan is doomed from launch.
Many times, customers cannot define what is required to create satisfaction in their purchase.
Shoulder shrugs are followed with “it was ok.”
Companies are seeking “WOW” and obtaining “EHH.”
I suggest companies are attacking the satisfaction issue from the wrong direction. Rather than to TRY to satisfy a customer, instead work hard to eliminate dissatisfaction in the buying experience.
Customers remember things that went wrong much more readily than an experience that delivered as expected. Customers will line up at a complaint desk to deliver a list of wrongs done unto them. Companies don’t have compliment desks for a reason.
The thought I want to offer you today is to give attention and collective effort to the removal of dissatifiers from a customer’s experience with your business. If dissatisfiers are absent, perhaps we have a better chance of delivering a wow.
Consider these bullets du jour:
- Speed—if your business promises speed, slow is a major dissatisfier. Even the perception of slow is a bad thing.
- Clean—Define clean in the exact manner as your customers define the term. If a gap in the definition occurs, dissatisfaction is the end result.
- Friendly—I’ve never heard a company promise “unfriendly service” but it sure seems readily available. Remove people who deliver unfriendly service. It’s really that simple. Perhaps lack of friendly training is the issue. Didn’t Forrest Gump say that “friendly is as friendly does?”
Make a list of every touch point in your business. What can go wrong? Develop systems to remove obstacles to satisfaction. If you can’t fix it, stop it.
When we take away the bad stuff, we have a better chance of delivering a satisfying experience.
How do you think companies can stop the dissatisfaction train?