The magic of customer satisfaction

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

Zufrieden sind Customer, wenn bei einem Verkauf deren Erwartungshaltung erfüllt oder übererfüllt werden. In der Regel möchten sie dabei:

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

Zufriedene Customer sind treu. Sie kommen wieder und kaufen im Zweifel erneut. Damit sind sie für Ihr Unternehmen Gold wert. Sie sind bereit, Produkte und Leistungen zu promoten, d. h. ihre Überzeugung öffentlich zu vertreten. Diese Form der Kundenzufriedenheit wird mit Net Promoter Score (NPS) gemessen und ist aus Marketingsicht unbezahlbar.

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

Mit korrekten Adressdaten fällt die erste Kontaktaufnahme leicht. Insbesondere, wenn man sich im Vorfeld über den potenziellen Customer im Web und auf Social Media Plattformen informiert hat. Beispiel: Die Interessen auf LinkedIn sind einsehbar und geben Einblicke in das Wissensumfeld und die Motivation des Kontakts. In der Gesprächsführung kann dies als Door Opener genutzt werden. Darüber hinaus können regionale Besonderheiten identifiziert und bei den Standards zur Geschäftsabwicklung berücksichtigt werden.

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.

Datenbasiertes Marketing ermöglicht die gezielte und persönliche Ansprache. Je mehr Sie über die potenziellen Kundschaft wissen, desto eher können Sie seine Erwartungshaltung bedienen. Durch den Kauf wird der erwartete Bedarf befriedigt und der Customer ist glücklich.

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.

*source

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Author Michael Färbinger

Senior Key Account Manager

Michael Färbinger supports and advises you in your Sales, dialogue and marketing campaigns with precise B2B target group selections, market and database analyses. He will also be happy to advise you on our Integration Solutions in different CRM systems.

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