How do you assess customer satisfaction? This story will help.
I Am Your Customer
You often accuse me of carrying a chip on my shoulder – but I suspect that this is because you do not entirely understand me. Is it not normal to expect satisfaction for one’s money spent?
Ignore my wants and I will simply cease to exist. Satisfy those wants and I will become increasingly loyal. Add to this satisfaction with any little extra personal attention and friendly touches you can dream up – and I will become a walking advertisement for your company.
When I criticize your service – which I certainly do whenever I am displeased and to anyone who will listen to me – take heed. I am not dreaming up displeasure – the source of it lies in something you have failed to do to make my experience as enjoyable as I had anticipated. You must find that source and eliminate it or you will lose me – and my friends as well.
I abhor waiting. This is an important privilege that money buys from you. And, if I am not spending big money with you this particular time, just remember that if you treat me right, I will be back later with more money to spend.
I am much more sophisticated these days than I was just a few years ago. I have grown accustomed to better things, and my needs are more complex. I am perfectly willing to spend more money with you – and I have more money to spend – but I insist on quality to match your prices.
I am, above all, a human being. I am sensitive – especially when I am spending money. I cannot stand being snubbed, ignored or looked down upon. I am proud. My ego needs the nourishment of a friendly personal greeting from you. It is important to me that you recognize my importance to you – that you appreciate my business.
I am your customer now, but you must prove to me again and again that I have made a wise choice in selecting your company over others. And, you must also convince me repeatedly that being your customer is a desirable thing in the first place. I can, after all, do business elsewhere.
Do we understand each other?