Did you know that customer satisfaction is one of the most powerful marketing metrics out there? Don’t worry if you didn’t—most marketing professionals underestimate its awesome power. So, allow me to lift the vail from your sheltered eyes and show you that a metric often thought to be a one note song is really a symphony of marketing potential. Bold statement, but kind of true.
If you think customer satisfaction is merely about whether or not your company is doing a good job, you have much to learn, young padawan.
First off though, you need to know that the best way to measure customer satisfaction is to ask your customers if they’d recommend your product or service to a friend. On a 10-point scale, only those who respond with a 9 or 10, for definitely recommend, are highly satisfied.
With that quick tip out of the way, it’s time for the marketing benefit.
Compare your customer satisfaction data with customer data from other areas of your business. You might be surprised to discover what the true strengths and weaknesses of your business actually are.
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As an example, a major automaker’s marketing department wanted to compare their customers’ satisfaction level with their propensity to repurchase. In the process, they examined many additional attributes, but were surprised to uncover that customers who had technical problems with their cars showed the highest customer satisfaction level and thus a very high propensity to repurchase. Why? Because this particular automaker had excellent customer service that improved loyalty.
The automaker had unintentionally idenfied a marketable business strength—a differentiator from its competition.
Moral of the story? Customer satisfaction is not simply a method of measuring how you’re doing; it’s a valuable piece of data that can, nay, should be used to identify opportunities to improve your marketing. Use customer satisfaction to identify your strengths and then hurry up and start marketing them!