The "Customer Experience" versus "Customer Satisfaction"
The "Customer Experience" versus "Customer Satisfaction"
The Customer Experience versus Customer Satisfaction - To learn more about this author, visit Gary Silverman's Website.
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Does your business have a process in place to measure your “Customer Experience”? I realize that there are many “Customer Satisfaction” measurements in place, usually a survey, either through the mail, phone, or over the web. People like to offer their opinions, some feel there may be a hope to gain like a gift or coupon, others just like to vent and complain. Do you know the difference between “Customer Satisfaction” and “Customer Experience”? Satisfaction only measures the attitude of the people who have purchased something from you. Experience is the measurement of the attitude of everyone who came in contact with your business regardless of whether they purchased or not. Obviously, anyone who bought from you must have been satisfied enough at one point to commit their hard earned dollar to you. The measurement of their satisfaction is the amount of deterioration, if any, of their opinion of you and your product SINCE they bought from you. The information gathered from the experience of prospects who did not buy from you is more valuable and can provide the input to make immediate changes in either the way you do business, the people who represent you, or both. Imagine being able to turn more of the prospects who didn’t buy into buyers? Or better yet, repeat customers. By managing the “Customer Experience” you may also improve the value of your current “Satisfied Customers” by retaining them or expanding the business they do with your company. So, what is the “Customer Experience”? It is a measurement of the actions at every point of contact your prospect has with your company. It includes, but is not limited to, face to face visits at your place of business, in the field, over the phone, or on your website. It measures the effectiveness of the information you provide about your products, quality of your product, packaging, audio-visuals, the condition of your facility, the appeal of the design and layout of your business, the helpfulness and attitude of your personnel, your follow-up, ease of transaction, appearance of your staff, parking, restrooms, tactile stimuli, signage, location, cleanliness, organization, plus more. The effects may be subtle yet can either stimulate people to buy or turn them off without them knowing why? Who would you put on charge of your experience? There needs to be a leader and everyone else should be accountable. Ever notice on the door of the restrooms in a large department store there is a hourly inspection sheet with initials on it. That’s the micro version of what I am referring to here. Stay in touch for more ways to manage and improve your “Customer Experience” or read our newsletters in the archive.
The Customer Experience versus Customer Satisfaction - To learn more about this author, visit Gary Silverman's Website.
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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