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From Satisfied Shopper to Loyal Customer

May 31, 2012 | Comments: 0 | Views: 208

Developing an excellent customer service culture within a business is what creates loyalty in the long run. Cultivating an environment where simply meeting expectations isn't enough, but going above and beyond to exceed expectations and create delight is essential. Like most truly successful companies have learned, fostering an emotional connection with your customers begins with an evaluation in customer service and ends with a company-wide program built around insight.

Let's take a look at two rules and recommendations to follow for effective customer satisfaction measurement.

1. Don't just meet expectations, exceed them.

The very minimum requirement for keeping a company in business is to simply meet your customers' expectations. However, that gets you no closer to loyalty than your competitors. To stay ahead of the competitive game, you have to give your customers something positive they aren't expecting. In other words, exceed their expectations.

To discover what your shoppers need, try performing an evaluation in customer service, such as implementing a customer feedback program within your company. More than likely, your customers have an opinion they're just waiting to share - all you need to do is give them the means with which to share it. Provide surveys to gain information, and once you have that insight, put it to action. This will let them know their voices have been heard and they'll feel more invested in your company.

Only once you've effectively met or exceeded your customers' expectations you can begin to gain their trust and loyalty.

2. Delight customers daily

The next phase of customer experience enhancement involves taking it a step further and creating an emotional experience. Imagine a consumer who is not only happily greeted with great customer service upon entering a store, but a smile actually crosses their face every time they interact with your brand.

Delighting your customers is a necessary part of building a successful brand, and it doesn't have to be costly. Sometimes, showing you genuinely care about them - their questions, concerns and opinions about your product or service - can be just enough to bring a smile to their face.

Finally, focus on that word: daily. Customer experience management needs to be consistent. It's having habitually great service that could mean the difference between a loyal customer and an occasional shopper. Your customers should know to expect surprisingly excellent service upon every engagement with your brand.

Don't know where to start with delighting your customers? First, perform an evaluation in customer service by hiring a mystery shopping service. Mystery shopping services educate professionals to analyze and deliver actionable research to provide the objective feedback you need to improve. They can go beyond sight and sound and focus on what makes your brand unique and ways to leverage that benefit and move toward success.

Service Excellence Group is a customer experience measurement and solutions provider putting a focus on performance management and customer intelligence. Take a look at our various services available to help you perform an evaluation in customer service. When creating your customer retention program, consider brand research, audits, training programs and mystery shopping services.

Source: EzineArticles
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