« User-Generated Websites Being Held More Liable | Home | test post using my iphone »
What Element Is Most Important For YOUR Customers’ Satisfaction?
By Tim Gross - Internet Business Blog | July 19, 2008
Everybody theoretically wants their customers to be as satisfied as possible… Higher satisfaction equals less refunds and more repeat purchases.
But have you ever tried to figure out what factors are the most important for your customers? Most people don’t… and if you ask them, their answers may surprise you.
I’m in the market for a new vehicle, and if you look at expert reviews/ratings of cars and trucks, you’re only getting half the story. Consumer satisfaction ratings for those same vehicles are often completely different.
Why? -Because buyers are looking at different factors than expert reviewers are.
The Hummer H2 gets lousy expert ratings in virtually all categories except for offroad capabilities, and the vast majority of is’ customers never even TAKE it offroad (who wants to scratch up a $60,000 luxury vehicle??!)
However, customer satisfaction for it has traditionally been extremely high, because people who decide to buy don’t care about the things experts care about it.
- Edmunds Expert Rating is 6.5
- Edmunds Consumer Rating is 8.9
On the other side of the coin, the Toyota Yaris is about the cheapest basic vehicle you can buy, it gets great gas mileage and it’s low on comfort and extras.
- Edmunds Expert Rating is 6.9
- Edmunds Consumer Rating is 9.4
These consumers love the fuel mileage and are happy with the vehicle considering how cheap it is.
So back to YOUR business and YOUR customer satisfaction…
Are you really proud of your fancy packaging? Your customers may or may not care
Are you comfortable with shipping your product by 1st class mail? Your customers may be annoyed they can’t get it rushed to them overnight.
Consumers often gauge their product opinions on very minor things.
Example: I didn’t buy a washer/dryer set because the door hinges felt flimsy. Yeah, it’s superficial, but superficial things are often how consumers make decisions because it’s all they’ve got to go on.
I can’t tell you what your customers value most - And neither can you, unless you ask them.
Go ahead, ask.
Topics: Marketing | Trackback URL