A strategic approach to improving customer satisfaction
It's not just retailers, wholesalers, and service providers who need to be concerned with customer satisfaction. Membership organizations, philanthropic organizations, public agencies and non-profits of all types have customers. Every individual or business that is served, either by products, by services, by programs, or by personnel, comes away from the experience with some degree of satisfaction (or dissatisfaction). Delivering satisfaction is life or death for some organizations. Like the old saying goes, if you don't satisfy your customers, someone else will. Don't ever assume that you have a lock on customer satisfaction or customer loyalty. Even if yours is the only game in town, people can decide they no longer want to play.
Satisfaction is determined by how each customer interprets their experiences with your organization, or by their perceptions about your organization which may be based on experiences or beliefs. These perceptions and beliefs are not about one thing; they are based on a broad array of factors, and these factors are not of equal importance.
To find a workable strategy means understanding what is important to your customers or members. Is it your products, or your programs? Is it problem solving or hand holding? Is it your lobby efforts or the training you provide? The combination of factors and the relative importance of each will vary by industry and organization. It may also vary for different segments of your membership or customer base. This is information you need for effective planning. With it you can better allocate your financial and personnel resources.
With an understanding of what is important to create satisfaction, it's possible to measure satisfaction in a more meaningful way. You may be exceeding customer expectations in some areas (always good), but failing to meet expectations in other areas (not so good). This level of knowledge you can take a much more strategic approach to improving satisfaction over time.
There are lots of research options for both identifying the importance of satisfaction factors and measuring customer satisfaction. You may also want to consider a satisfaction monitor that periodically tracks your progress.
