{"id":526,"date":"2019-12-25T12:49:23","date_gmt":"2019-12-25T12:49:23","guid":{"rendered":"https:\/\/porsline.com\/blog\/?p=526"},"modified":"2019-12-25T12:49:23","modified_gmt":"2019-12-25T12:49:23","slug":"how-should-customer-satisfaction-be-evaluated","status":"publish","type":"post","link":"https:\/\/porsline.com\/en\/blog\/how-should-customer-satisfaction-be-evaluated\/","title":{"rendered":"How should customer satisfaction be evaluated?"},"content":{"rendered":"\n

The first customer complaint<\/a> in human history was recorded in 1750. The manuscript shows that the customer was dissatisfied with the low product quality, delayed delivery, and a broken promise by the vendor. After 3000 years in 1852, Marshal Field displayed the famous sentence \u201cThe customer is always right.\u201d in his shop and showed that customers needed to treat their customers responsibly and smartly. Nowadays concepts such as customer satisfaction, customer loyalty, customer experience management<\/a>, and customer success have become the indispensable parts of organizations. How should customer satisfaction be evaluated? Although different models have been developed for the evaluation of customer satisfaction, customer relation departments should always consider compliance with the primary and straightforward principles regardless of what customer evaluation model they use in their organizations and businesses. First, the concept of customer satisfaction is discussed.<\/p>\n\n\n

The achievement reflects a customer\u2019s\/consumer\u2019s subjective perception of an organization\/a product\/a service based on how much it matches his or her expectations of that organization\/product\/service. There are different dimensions of customer satisfaction in various organizations. For instance:<\/p>\n\n\n

Customer satisfaction and its dimensions<\/h2>\n\n\n

Products<\/strong>: quality, lifetime, design, applicability, and performance<\/p>\n\n\n

Delivery<\/strong>: timely delivery and delivery speed<\/p>\n\n\n

Employees and services<\/strong>: availability of employees\/representatives, knowledge of employees\/representatives, speed of solving problems and dealing with complaints, quickness of responding to items, after-sale services, professional behavior of employee\/representatives<\/p>\n\n\n

Price<\/strong>: competitive price, equality of product value to price<\/p>\n\n\n

Organization<\/strong>: ease of communication, ease of business, and transparency<\/p>\n\n\n

The best method for evaluating customer satisfaction is to receive\ndirect feedback from customers. According to the above dimensions, the final\nquestions depend on what you wish to know.<\/p>\n\n\n

There are four questions that must be asked in evaluating customer satisfaction!<\/h2>\n\n\n
\"\"<\/figure>\n\n\n

The results of a study\npublished in Break All the\nRules First!<\/em>, published by Gallup, describes\nthe four-tiered pyramid of customer satisfaction, which should be taken into\naccount in evaluating customer satisfaction. As a closer relationship is\ngradually established with customers, their expectations start to grow. In\nother words, organizations should focus on all four tiers of the expectation\npyramid to increase customer satisfaction.<\/p>\n\n\n

These four tiers, from top to\nbottom, are as follows:<\/h4>\n\n\n
  1. Accuracy<\/strong>: You will not be the first choice for customers if you cannot provide them with what they want at the right time.<\/li>
  2. Availability<\/strong>: After making their purchases, customers must feel that you are available.<\/li>
  3. Partnership<\/strong>: Apart from the production and delivery of goods, customers must be assured that you understand their needs and have continuous and dedicated relationships with them.<\/li>
  4. Advice<\/strong>: Customers expect to learn the way of using a product from you. They also hope the product to have a specific effect on their business or lives.<\/li><\/ol>\n\n\n

    How should customer expectations be evaluated and fulfilled?<\/h2>\n\n\n

    The goal of evaluating customer satisfaction is not merely to ask how satisfied they are with products. The designed questionnaire can evaluate all four tiers of customer expectations so that you can make the right business decisions by analyzing the gap between reality and customer expectations. Now that you know the path to customer satisfaction, you should ask fundamental questions to see where you are on the pyramid in the eye of customers.<\/p>\n\n\n

    Accuracy:<\/strong> \u201cHave you received the product on time as you expected?\u201d<\/p>\n\n\n

    Availability:<\/strong> \u201cHave you been able to respond to the items as fast as you expected?\u201d<\/p>\n\n\n

    Partnership:<\/strong> \u201cDo you think that our experts have ever preventively helped your organization?\u201d<\/p>\n\n\n

    Advice:<\/strong> \u201cHave we ever managed to provide you with the advice or recommendation resulting in competitive advantages for you?\u201d<\/p>\n\n\n