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The "Customer Experience" versus "Customer Satisfaction"
Written by: Gary SilvermanArticle Overview: Customer Satisfaction was the mantra of the 90's. You had to insure your customer was completely satisfied to guarantee repeat business. Compensation was tied to it, additional franchises, factory bonuses, and incentives. The world revolved around "Customer Satisfaction". Eventually the process mutated into a web of deceit, manipulation and fraud. Customers were coerced into returning their surveys with only a completely satisfied score. There were bribes of free products or services if you personally brought the survey in. But these surveys only measured prospects who bought, not the majority of your prospects who DID NOT. I believe you can learn more from this silent majority.
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The "Customer Experience" versus "Customer Satisfaction"
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.
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Article Tags: attitude, audio visuals, customer experience, customer satisfaction, deterioration, earned dollar, helpfulness, information gathered from, mail phone, measurement, measurements, place of business, point of contact, prospects, satisfied customers
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About the Author: Gary Silverman RSS for Gary's articles - Visit Gary's website  Click here to visit Gary's website   Leverage Your Strengths Fire your Weakness Is Your Company Committed to Their Long Standing Traditions Why Cant We All Just Get Along Your CUSTOMER Satisfaction Is Tied To Your EMPLOYEE Satisfaction Everyone SHOULD BE a Salesman |
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- I am a Customer Service Representative in my company so naturally every once and a while I get angry customers fed up with my companies policies.
Oh! I remember one day on my way home from school I was walking by a gas station and there was a man with a huge cardboard sign outside a small car mechanic business telling people not to go there because they are crooks. I am pretty sure they lost tons of business. I know my mama kept away from there after I told her about it. I found it pretty funny. I wonder if the guy got arrested or fined though....
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