Do you want happy customers?
Of course you do. No company wants unhappy customers. But how do you know they are happy? Repeat business may not necessarily be a sign of happiness, as evidenced by the concept of customers as hostages (if customers do not want to buy from you but feel they have no choice.)
Is it really possible to measure happiness at all?
It is published annually by the United Nations the happiness report of this world, ranking the countries of the planet in the order of happiness of their citizens. (The happiest people are Finland, for the fourth year in a row.)
Sounds like a tough gig, but the metric used by the UN is actually easy to understand and is clearly related to people’s happiness: life expectancy, corruption, levels of antidepressant use, and so on.
What if we could do something similar to our customers and create the marketing equivalent of a global happiness report to find out how satisfied they are with our services?
1. Stop measuring the wrong things
This would be different from traditional success rates and hopefully more useful. Metrics like your site traffic, conversion rate, and shopping cart size are important, but they don’t have anything.
They can’t tell you how the customer feels. Because they are all about your business, not your customer.
Instead, we need to think about inclusion and satisfaction. Both have been talked about and sought after, but they are rarely measured correctly or even understood so well. Even if a brand has an active presence on social media, it is an appreciation of your audience engagement marketers sometimes miss it.
2. Inclusion is more than numbers
It is often assumed that a large number of followers automatically means that you are doing something right, and while this is not true, it does not mean that you involve people. Or that they are happy.
You may have 500,000 followers, but if most of them don’t like, share or comment, they won’t. Conversely, if you have 50,000 followers and half of them are engaging, they are worth more. If they are engaged, it is likely that there is at least some interest in your actions, which is half the battle won.
The question arises to assess the moods behind inclusion. There is a problem in assessing people’s happiness, because people express a negative rather than a positive mind, so negativity tends to be overrepresented.
Complaining about a bad experience seems easier than complementing a good experience. Complaints are an expression of frustration and a means of retaliation. But to be nice? Not much for the customer.
3. Just ask what they think
The best way to encourage positive feedback is to simply ask for it – it’s better to ask for feedback. People have to work hard, but it doesn’t have to be complicated – long surveys are difficult and boring for the customer – keep it simple, like with a post-purchase SMS.
And while the Net Promoter Score (NPS) is used everywhere, the era when people interact with and recommend a brand has significantly increased since its inception in 2013. its days are numbered. It’s best to use questions that are tailored specifically to your business and customers and are less open to interpretation than the NPS 1-10 scale.
Using the Customer Satisfaction Score (CSAT) is a common practice, but its success is not just about finding out what the customer thinks. It is taking action when things are not right.
4. If things go wrong, fix them
If something is wrong, follow it. The “how we did today” messages are ubiquitous, but if they are not followed, they will be worthless. Learning what a brand does wrong is as important as understanding what it does right.
What makes someone happy is often perceived as subjective and therefore difficult to measure. But in terms of customer experience, it’s not hard to work out what makes people happy.
Good service, complaint handling, problem solving – these are much easier to define than the level of corruption in society and the use of antidepressants. If it is possible to find out what is the happiest land in the world, it is possible to work out if your customers are satisfied.