3 Exercises to Take Your Customer Satisfaction to the Next Level

It seems pretty obvious what Customer Satisfaction is and why it matters, right? Not quite…

When I hear people talk about customer satisfaction, they often talk about meaningless concepts such as “meeting customers’ expectations,” which is a pretty low bar, when you consider what your competitors might be doing for customers. Or, I hear people focus on “thumbs up, thumbs down” concepts like Net Promoter, which asks customers if they would recommend you, without understanding why or why not.

Customer satisfaction is a much richer concept. Let’s start with a key component of Yastrow & Company’s methodology for helping companies succeed: The connection between employees, customers and results, specifically the connection between customer beliefs and next-level results:

All companies have significant untapped potential to improve their results and reach their Next-Level Results
The actions customers take are often the most important drivers of those results
Customers’ actions are a direct result of what they believe about your company

To assess and improve your customer satisfaction, let’s work through 3 exercises to take your customer satisfaction to the next level.

Exercise 1) New Opportunities: Where is the Potential?
Exercise 2) Customer Actions: What Will Customers Do to Drive These Results?
Exercise 3) Customer Beliefs: Why Would Customers Do These Things?

Exercise 1) New Opportunities: Where is the Potential?

To identify the untapped potential in your current customer base, imagine that your current customers were significantly more committed to your company and were giving you significantly more business. What would be different about your results?

Here are a few examples to help start your thinking:

The average revenue we receive during the year from each customer would be higher
Sales of each of our different products and services would be higher
Individual sales transactions would include a broader range of products and services, purchased together (better cross-selling)
We’d be getting more business from unsolicited referrals
Our average sale prices would increase, leading to higher gross margins

Exercise 2) Customer Actions: What Will Customers Do to Drive These Results?

Ask yourself: what do our customers need to do to help us create the above results?

Here are some examples, directly related to the examples above:

Our customers will place larger and more frequent purchases
Customers would purchase more of the products and services they already purchase and would start purchasing new products and services they haven’t purchased before
Individual customers would purchase a wider variety of products and services than they have before (more cross-buying)
Customers would actively recommend us to friends and colleagues
Customers would buy from us more frequently without soliciting bids from competitors, agreeing to pay the prices we offer them without “shopping around”

Ask yourself which of these areas of potential improvements are the most lucrative, accessible and worthwhile. These are the areas to focus on in terms of improvements to your customer experience.

Exercise 3) Customer Beliefs: Why Would Customers Do These Things?

Now we get to the crux of customer satisfaction: What do your customers need to believe that would encourage them to do these things?

Why would customers buy more frequently and place larger orders?
Why would customers buy more of each product or service?
Why would customers buy a wider variety of products and services from you?
Why would customers actively and enthusiastically recommend you?
Why would customers pay more for your products and services and not even bother getting quotes from your competitors?

The answer to all of these questions is the same: if your customers have clear, compelling, powerful, motivating, inspiring beliefs about your company, its products, and its services, they will act in ways that improve your results.

For the last exercise, write out at least 30 beliefs you want customers to have that would influence them to act in ways that improve your results. Use your answers to the first two exercises to inspire you.

These 30 aspirational, desired beliefs represent your assessment of what ideal customer satisfaction looks like. Notice that this goes well beyond just a “thumbs up, thumbs down” description of whether customers “like” you or if you have “exceeded their expectations.” It’s so much richer than that.

Make it Happen

The questions you’re looking to answer with these exercises are:
Where is the untapped latent profit in our business?
What do our customers need to do to help us create those results?
What do our customers need to believe that would encourage them to act in ways that drive our results?

Customer satisfaction is a much richer concept than meeting customers’ expectations or finding out if customers would refer you. Take your approach to customer satisfaction to the next level and consider the connection between customer beliefs and your results.

1 Comment

  • whirlpools
    Jul 24, 2019 - 05:17 am

    An outstanding share! I have just forwarded this onto a
    colleague who has been conducting a little research on this.
    And he actually bought me breakfast simply because I discovered it for him…
    lol. So allow me to reword this…. Thank YOU for the meal!!
    But yeah, thanks for spending the time to talk about this
    issue here on your site.

Leave A Reply