Many Factors Influence Customer Satisfaction
Customer satisfaction is based on emotional and cognitive impressions collected throughout the customer journey. These form the expectation of the target state, which is then compared with the actual state. In short: there are many factors that influence customer satisfaction. Here are some basic factors which are important to most customers and should therefore be known in marketing:
The stores should be user-friendly both on and offline. This includes design, music, and customer navigation. Nowadays no-one has the desire and time to dig through an awkward menu with numerous subpages. Decent websites hardly cost huge sums and there are many good examples out there—especially, from the respective market leaders.
2. Product Range
It should be clear what you actually offer, and the offering in your specialist areas should be sufficiently broad. Customers visit shops or online shops with a certain expectation which one should meet. For example, if a sports shop does not sell sports shoes, this is usually totally incomprehensible from the customer’s point of view.
3. Payment Methods
Can you only pay in cash or use your bank cards for a minimum of €10? This is really annoying for customers who spontaneously decide to buy something. There are plenty of alternative businesses that accept both debit cards, credit cards, and cash. Online, it becomes even more critical if, for example, methods such as PayPal, direct debit, instant transfer, or invoice payment are not possible.
4. Shipping and Delivery Options
One point that plays a major role online is the various shipping options. Depending on the item, parcel delivery is either an excellent or a terrible proposition. Therefore, from the customer’s point of view, it is optimal to be able to choose how the package is shipped. In addition, the costs should be communicated openly, either directly on the product pages by means of a further link or as a clear indication in the shopping cart. Customers do not like it at all if the shipping costs are put up again just before the end of the purchase.
Service is a really important factor as customers expect friendly and helpful staff, quick and accurate answers, and that employees make the customers feel dealt with and their questions answered. In other words, even an angry critic must be communicated to in a friendly and sympathetic manner. This is an art that needs to be promoted and trained accordingly because customers expect perfect service.
Analyzing Customer Satisfaction? Here’s How:
To answer the most important question before you pose it: yes, you can record, analyze, and evaluate customer satisfaction with various methods, and then use the result for your own purposes. At this point, we will just briefly talk about one of the many methods: the Net Promoter Score® (NPS®), which, along with CSAT and CES, is one of the most widely used key figures for customer satisfaction. The NPS metric helps to find out which customers are really enthusiastic about the company and which are not. This is achieved by a micro-survey, in which a question is answered on the basis of a scale of numbers. Customers can also enter their own comments in an additional field. Altogether, this results in valuable feedback that can be evaluated with suitable NPS software and thus made usable.
A company prepared for such steps quickly manages to determine comprehensive data, and on the basis of that, can devote attention to the continuous optimization of their offer. We explain other methods of measuring customer satisfaction in our “Guide to the Most Important CX Metrics”.