Customer satisfaction is one of the primary criteria that need to be fulfilled if a business wants to succeed. In times when customers are spoilt for choice, the fight for the greatest market share is only becoming more and more intense.
Businesses realize that loyalty on the part of their customers is the key to success, and they can no longer afford to overlook even the small segments, lest they should be lapped up by competition.
Your customers are looking for value for their money and will stick around with you only for as long as you can provide them with a bang for every buck. Your products and/or services will have to exceed or at least meet their expectations.
Maintaining good relations with your customers, keeping them engaged, and receiving positive feedback can only result from interacting with them.
Business processes related to product and service quality or customer relations are crucial. They tend to have an impact on customer relations in the following ways –
Role of Internal Stakeholder Satisfaction
If you really think about it, you will realize that customer satisfaction stems from employee satisfaction. They are your internal stakeholders and it is not until an organization is able to engage and retain its employees that it will have success with its customers.
As long as you have loyal employees working for you, and putting in their best every day, you can expect the business operations to run smoothly. Disgruntled employees, on the other hand, would be the weak link in the chain.
It is important for functional managers to keep their down-line employees involved and empowered through means like incentives, growth opportunities, and skill development. This will not only better your employee relations, but will also play out in building strong customer service.
Quick Solutions
How efficiently your staff addresses customer complaints or meets their needs has a direct impact on customer relations. Consistently failing to meet customer expectations is the fastest way to lose your clientele.
Employees need to be given some extent of authority and freedom when it comes to adequately responding to and rectifying customer grievances. The flexibility and authority that employees have in making decisions related to solving customer problems without making them wait for long, can determine their willingness to stick to your product/service or flock to your competitor, who may be quicker in providing proper solutions to their issues.
For example, giving your employees the flexibility to handle customer queries and grievances related to replacements or refunds over the phone, in person, or on social media (depending on the medium the customer chooses) can affect customer perception. It lets them know that you’re worthy of their trust and doing business with you is quick and convenient.
Quality Improvements and Control
Processes that directly or indirectly help improve your company’s products and services have a major impact on customer relations. If you’re in the e-commerce business, for example, your customers will expect (and need) you to establish certain standards related to speed, simplicity, accuracy, and timeliness in the order taking and shipping processes when buying from you.
And it doesn’t end with that. There will also be expectations related to quality control i.e. the quality of product examination and testing processes of the manufacturing department. Of course, the final verdict will be out once your product or service is used by the customer in his home or office and how it plays out post that.
The quality of your after-sale services will also to a great extent determine whether you will get any repeat business or earn referrals and recommendations from your customers.
In businesses that provide on-the-spot products and services, like restaurants and quick-service cafes, customer satisfaction depends on factors such as the turnaround time, the quality of the food, and the service of the waiting staff.
Enabling a Delightful Shopping Experience
Processes that can enable organizations deliver a pleasant, safe, hygienic, and convenient shopping experience are important to your company’s turnover. Most customers do not mind paying extra for an outstanding shopping experience.
Because of the availability of alternative products and services, many customers waste no time in switching to other brands if they encounter even a single bad experience.
A Little Help from Technology
A big part of being able to deliver a delightful customer experience is having the most accurate and up-to-date information about the availability (and non-availability) of products and services online and in-store. You can have dedicated software in place that can help you track that.
Apart from that, a user-friendly website, which makes it easy to compare and shop for products, supplemented by hassle-free return policies will also get you brownie points with your customers.
Additionally, having a customer database, which contains their personal details, buying history, and preferences will not only help you build strong relations with them, but also make possible inferences related to consumer behavior during new product research and development.
Whether you use a CRM system, or other programs to maintain customer records, make sure you keep them updated and use them optimally.
Conclusion
Business processes are rarely simple. They are often interrelated. The right processes will ensure that you get the desired results, and your employees and customers stay loyal to you. Managing customer relations can be tricky, but your processes should be helpful in strengthening the bond with your customers over time.
Image credits: Featured
