The magic of customer satisfaction

Happy Customer - Happy Sales: How is customer satisfaction defined?

Customers are satisfied when their expectations are met or exceeded in a sale. As a rule, they want to be satisfied:

  • A satisfactory quality of the goods,
  • a punctual delivery,
  • fair and transparent prices,
  • clear communication,
  • quick and unbureaucratic solution in case of a problem.

Satisfied customers are loyal. They come back and, if in doubt, buy again. This makes them worth their weight in gold for your company. They are willing to promote products and services, i.e. to publicly represent their conviction. This form of customer satisfaction is measured with Net Promoter Score (NPS) and is priceless from a marketing perspective.

Can customer satisfaction be measured?

In marketing, almost everything revolves around KPI (Key Performance Indicators) and sales. In recent years, customer satisfaction has become increasingly important as a KPI. Today, there are different metrics to measure customer satisfaction:

  • Customer Satisfaction Score (CSAT): Survey on the company's performance*.
  • Net Promoter Score (NPS): survey on the recommendation of the company *
  • Customer Effort Score (CES): Question to what extent the interaction is perceived as complicated.
  • Things Gone Wrong: Measuring the number of complaints*.
  • Social Sentiment: Question, about the mention of the company in the social media channels*.

In order to gain information on customer satisfaction, not all key figures have to be collected. The results of all measurements are interrelated. It is important to identify problems and weaknesses. The best way to do this is to look at the collected key figure over time.

In order to obtain high scores, meeting customer expectations is the top priority. It already starts with the first contact.

For the first impression, there is no second chance

When attracting new customers, it is important to address them personally. Incorrect names or titles in the mailing do not make a good impression. A correct address is the minimum of politeness and professionalism that is expected in B2B. Nowadays it is always possible to get good quality addresses.

Contact data can be obtained in different ways. In order not to waste sales time unnecessarily in data research, there are professional data providers, such as the B2B address shop from beDirect. A good and, above all, simple way to obtain high-quality and verified customer data.

In order to correctly address existing customers, it is worth investing in basic Data Quality Measures. This is because these data are also subject to changes due to relocations, name changes or personnel changes.

Knowing and satisfying the expectations of the clientele

With correct address data, the first contact is easy. Especially if you have informed yourself in advance about the potential customer on the web and on social media platforms. Example: The interests on LinkedIn can be viewed and provide insights into the knowledge environment and the motivation of the contact. This can be used as a door opener in the conversation. In addition, regional peculiarities can be identified and taken into account in the standards for conducting business.

Good data makes for better marketing and sales

Good and above all long-term customer loyalty is important in the B2B segment. The great competition from worldwide distribution and the web make this more difficult. The danger of customer flight increases due to the comparability of products and services on the web. Customer satisfaction and the resulting loyalty are crucial for business success.

Data-based marketing enables you to address your customers in a targeted and personal way. The more you know about potential customers, the more likely you are to meet their expectations. The purchase satisfies the expected need and the customer is happy.

Conclusion: The increased effort to achieve a high level of customer satisfaction is justified by the longer existing buyer relationships and thus the better profitability of the individual customers. The better the data used and the more information on the customers is collected, the more effectively these measures can be implemented. In this context, it is important to comply with the GDPR.


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Author Michael Färbinger

Senior Key Account Manager

My clients optimise their Sales, dialogue and marketing campaigns with precise B2B target group selections, market and database analyses. 

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