Are your customers truly happy?

As business owners, no one wants unhappy customers. We would all like to provide an exceptional customer experience that ensures high customer retention and loyalty. Measuring the level of happiness effectively is a process that is filled with uncertainties for even seasoned leaders.  

Similar to the World Happiness Report published every year by the United Nations organization, the marketing industry needs to come up with an equivalent measure that gauges the happiness provided by customers accurately. 

Stop measuring the wrong factors 

Leaders believe such a step would be distinct and eventually more productive than the conventional metrics of success. Common metrics like the number of visitors to the site, the basket size, and the conversion rate are vital but they all are missing something. 

These factors are not indicative of the feelings of the customers. Because these factors are all related to your business and not the customers. 

These all indicate that as leaders we need to focus on engagement and satisfaction. Both metrics are much talked about and sought after but rarely are they measured accurately or even understood well. Even if a brand is active in social media circles, and it’s easier to understand how engaged your audience is, marketing analysts often miss the point. 

Numbers are not the only factors for engagement 

In the marketing domain, we often assume that the higher the number of followers, it means that the actions being taken are correct. This assumption is not untrue, it doesn’t refute that you’re engaging the audience. Or that they aren’t satisfied. 

But when your business has a high volume of followers and most of them aren’t sharing, commenting, or liking then they aren’t engaged. Inversely, if you have less number of followers and yet they are highly engaging, they’re worth more. And higher engagement means that at least some of them are interested in what they are doing, which is practically half the battle won. 

There is a question about checking the sentiments behind engagement. Checking if people are happy is tricky because they are most likely to express negative feedback than positive sentiment. As a result, negativity gets over-representation. 

Fussing about a negative experience will appear easier than complimenting about a positive one. Customers can express their frustration via complaints and retaliate. Being nice does not have any benefits for the customer. 

Ask for feedback to know what they are thinking 

Marketers believe that the best method for encouragement is to just ask for it- asking for feedback. The audience needs to be nudged to make an effort to give feedback. It doesn’t need to be complex. Long surveys are difficult and tedious for the customer. So, keep it as simple as an SMS, post-purchase. 

Net Promoter Score (NPS) is a traditional metric used commonly across the industry. But since the metric has been in use since 2013 its days may be numbered. It would be advantageous to use questions that are specifically personalized to your customers and business, and less open to analysis than NPS’s scale of ten. 

Leveraging a Customer Satisfaction Score (CSAT) is a traditional process, but the method’s success is not related to enquiring out what the customer thinks. It’s related to taking proactive measures when things aren’t panning out right. 

Fix issues as they go wrong 

If there’s an issue, always follow up with customers. Such follow-ups can prove valuable if the responses are obtained in time. Knowing where the brand is going wrong is as important as understanding what is being done correctly. 

Any activity that makes someone happy is often considered to be subjective, and therefore difficult to accurately measure. But when considering CX, it’s not that hard to understand what makes customers happy. 

If we can calculate and understand which is the happiest country in the world, it is very much possible to understand if the customers are happy with metrics like solving problems, complaint resolution, and good service. 

Sr. Content Writer TSL Marketing