Of course you do. No business wants unhappy customers. But how do you know they are happy? Repeat business is not necessarily a sign of happiness, as evidenced by the concept of customers being held hostage (when customers don’t want to buy from you, but feel like they don’t have a choice).
Is it, in fact, even possible to measure happiness?
Each year the United Nations publishes his report on happiness in the world, ranking the countries of the planet in order of the happiness of its citizens. (The happiest country is Finland, for the fourth year in a row.)
It sounds like hard work, but the metrics used by the UN are actually easy to understand and clearly relate to people’s satisfaction: life expectancy, corruption, levels of antidepressant use, etc.
What if we could do something similar with our clients and create a marketing equivalent of the World Happiness Report to find out how satisfied they are with our services?
1. Stop measuring the wrong things
This would be distinct and hopefully more useful than traditional indicators of success. Metrics like number of users visiting your site, conversion rate, and cart size are important, but they’re missing something.
They can’t tell you how the customer is feeling. Because they are about your business, not the customer.
Instead, we need to think about engagement and satisfaction. Both are much discussed and researched, but rarely measured correctly or even understood. Even when a brand has an active social media presence, which makes it easier to judge your audience’s engagement, marketers sometimes miss the point.
2. Commitment is not just about numbers
It’s often assumed that a high number of subscribers automatically means you’re doing something right, and while that’s not wrong, it doesn’t mean you’re engaging people. Or that they are satisfied.
You might have 500,000 followers, but if most of them don’t like, share, or comment, they’re not engaged. Conversely, if you have 50,000 followers and half of them are engaging, they are worth more. If they’re engaged, chances are there is at least some interest in what you’re doing, which is half the battle won.
There is the question of assessing the feelings behind the engagement. Evaluating whether people are happy is a problem because people are more likely to express a negative feeling than a positive feeling, so negativity tends to be overrepresented.
Complaining about a bad experience seems easier than complaining about a good one. Complaining is an expression of frustration and a means of retaliation. But be nice? There is not much for the customer.
3. Just ask what they think
The best way to encourage positive feedback is to simply ask for it – or rather ask for feedback. People need to be enticed to make the effort, but it doesn’t have to be complicated – long surveys are arduous and boring for the customer – so keep it to something simple like a text message. post-purchase.
And while the Net Promoter Score (NPS) is used everywhere, at a time when the way people interact and recommend the brand has changed dramatically since its inception in 2013, perhaps his days are numbered. It is better to use questions specifically tailored to your business and your customers, and less open to interpretation than the NPS scale of 1 to 10.
Using a Customer Satisfaction Score (CSAT) is common practice, but its success isn’t just about finding out what a customer is thinking. It’s about taking action if things don’t work out.
4. When Things Go Wrong, Fix Them
If there is something wrong, follow up. “How did we do today” messages are ubiquitous, but they are worthless if the responses are not followed. Learning what a brand is doing wrong is as important as understanding what it is doing right.
What makes someone happy is often seen as subjective, and therefore difficult to measure. But when it comes to the customer experience, it’s not hard to determine what makes people happy.
Good service, complaint resolution, problem solving – all of this is much easier to quantify than the levels of corruption in society and the use of antidepressants. While it is possible to determine which is the happiest country in the world, it is possible to determine if your customers are satisfied.