We’ve all seen those charts featuring a row of bright yellow smiley faces, ranging from beamingly happy to neutral and then sad. Customer satisfaction is often measured this way.
But one risk of using customer satisfaction surveys is that the questions may be tuned to produce results that support whatever trend or initiative the company is currently focused on. Sometimes, these initiatives are noble but difficult to deliver effectively. This can lead to “virtue signalling” without improving the core service, which can backfire if customers notice a decline in the basics that matter to them.
So how do you turn customers into raving fans? It’s often a longer journey for the business than for the customer.
Step 1: Understand why customers are paying for your service
Start by looking at why customers pay for your service in the first place. Over time, a business can get caught up in feel-good ideas or initiatives that are far removed from its core purpose. But at the end of the day, customers are paying for a product or service that meets their needs. Revisit what your business offers at its core and ensure that it meets or exceeds expectations.
Step 2: Review your surveys
Take a close look at your customer satisfaction surveys. How many of the questions are about the core product or service you offer? Sometimes surveys are more about harvesting data for corporate purposes than understanding what actually matters to the customer.
A critical question that is often missing is, “Would you recommend our service to your friends and family?” This question cuts through all the noise and gets to the heart of whether or not customers are happy with what you’re providing. If the answer is “yes,” you’re on the right track. If not, it’s time to dig deeper.
Step 3: Listen to complaints
Complaints are often overlooked or dismissed, but they are one of the most valuable sources of feedback. Those complaints are often the clearest indication of where your business is falling short and in today’s world, those complaints often show up in online reviews or social media comments. Instead of writing them off, pay attention. Customers will tell you exactly where you’re failing to meet their expectations, and addressing these issues is crucial for creating raving fans.
Step 4: Play to your strengths
Once you’ve identified what customers love about your business, make sure you amplify it. There’s usually something your business does well, whether it’s excellent product quality or standout customer support, that will keep customers coming back and turning into fans.
If you’re unsure what your strengths are, look closely at your customer feedback. What do people consistently praise? Make sure these strengths are front and centre in your business strategy and build on them.
Step 5: Get back to basics
Sometimes, businesses drift away from what made them successful in the first place. When companies get into trouble, they often announce a “back to basics” strategy. This might mean focusing on delivering a great product or service consistently and not getting distracted by trends or initiatives that don’t directly serve your customers, which can be just as effective for small businesses as it is for large corporations.
Step 6: Don’t try to please everyone
No business can keep every single customer happy, and that’s okay. The key is to focus on the customers who are the best fit for your business. By optimising your service to meet their needs, you’ll create loyal customers who will become your biggest advocates.
Building a base of raving fans is about understanding your customers, delivering on your promises, and staying true to what your business does best. With these strategies, you can create loyal, enthusiastic customers who not only stick around but also help your business grow by spreading the word.
