Customer Happiness is more than just satisfying the customer

Measuring customer happiness is important for all businesses, whether you're in the business or consumer segment.

This is even more important today because of the significance of customer satisfaction scores and the index for measuring customer satisfaction.

It was easier to measure customer satisfaction decades ago because sales were made in person or over the phone and immediately recorded. Customers’ responses were either positive or rejected and the salesperson moved on to the next prospect or prospective customer.

At that time, there was no customer satisfaction index to be seen, and since interactions were simpler and more straightforward back then. It was also easier to read your customers, but now it’s quite discouraging to analyze your customers’ satisfaction and happiness.

Customer Happiness: How to Measure Customer Satisfaction and Engagement Today

Any customer satisfaction specialist will tell you that the Customer Satisfaction Index has become a widely used metric to measure customer satisfaction and well-being with your product or service. Nowadays, sellers, buyers, end users and businesses are all online and nothing is clear about what your customers actually think of you and your business. Will the people you did business with today stay with you next week, next month, or the months to come?

This is exactly why customer satisfaction surveys and measurements, both in the short and long term, are important.

A simplified approach to measuring customer satisfaction is based on the Customer Satisfaction Index, which often asks the simple question:

How satisfied are you with our service/product?

Customers can answer in the following options: very satisfied, somewhat satisfied, neutral, somewhat dissatisfied and dissatisfied. Of course, you can customize this quite simple survey according to your customer profile and product.

This kind of customer satisfaction rating can be used for individual pages, products and services. You can also vary the timing of the survey: the customer can be surveyed directly after the purchase, which is obviously the best moment, or when the customer has already been using the product for a certain amount of time. This way you capture much more besides the initial well-being of the customer, especially when it comes to onboarding your company for customers.

The customer satisfaction index is known to give a clear analysis of how satisfied they are. Besides that, you can also apply the popular NPS (Net Promoter Score) for customer satisfaction. This shows how likely your customers are to recommend your product/service to other people.

One variation of the customer satisfaction survey is to ask customers/guests how likely they are to return to you as a company/your product/your software/your restaurant, etc. This can be used to measure customer satisfaction.

Customer Happiness is only the beginning!

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Key figures for customer satisfaction at a glance

The field from Customer Happiness to Customer Satisfaction is wide. Here are some of the most common KPIs for marketing management and your business leadership when it comes to measuring and optimizing your customer engagement:

  • CHI (Customer Happiness Index)
  • CSAT (Customer Satisfaction Score)
  • NPS (Net Promoter Score)
  • CES (Customer Effort Score)
  • Things gone wrong

How to get started today: from satisfied customers to enthusiastic fans

For your most recently acquired customers, use this 2 step approach and ask your relevant buying center contact about their expectations and your services. 

Two crucial questions to start your customer relationship

  1. What has to happen for you to be satisfied with our business relationship?
  2. What can we do to make you not only satisfied, but really inspired?

Question 1 gives you the feedback you need to improve your quality to a high level of customer satisfaction. The context in question 2 enables you to exceed the customer’s expectations.

The why behind it: the example of the expensive dissatisfied customer

Businesses now understand that the cost of unhappy customers and consistently poor customer service, as well as poor customer experiences, can be very high for a company. The cost of unhappy customers was highlighted by an example of United Airlines dealing with one of their customers. It is the story of how one unhappy customer cost United Airlines $180 million. It is the story of “a man, a guitar and an airline.”

The guitar of musician David Carroll was not treated with care by United Airlines employees. No, it was thrown into the luggage compartment of the plane, just like some other suitcases, so that the guitar (worth about 3500 $) was damaged.

For 9 months, the musician sued for the repair of his guitar. But his causes of action were rejected and he was not paid for the repair of the guitar. Out of his dissatisfaction, he wrote the song “United breaks Guitars”, produced a music video and uploaded it to YouTube. The song has more than 14 million views to date, and as the number of views increased, United’s shares fell to a 10% drop, costing the company a loss of US$180 million. So there is no denying that unhappy customers can cost you a lot and inflict heavy losses on your company, as was the case with United Airlines. A loss of US$ 180 million was a nightmare for United Airlines.



About Me

As a founder and entrepreneur, I experience daily how important customer centricity is for companies.

Incorporate the essential perspective of the customer into your product genesis and marketing processes. That is what puts horsepower on the road and keeps your business on track.


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