Measuring the Customer Satisfaction Index (CSI) is an indicator in which you measure how satisfied your customers are with your service, product, or project; Which gives you the ability to evaluate the workflow of your project and clarify its strengths and weaknesses, and the possibility of improving and developing them, to match the customer’s expectations for the product or service and improve quality.
The customer is the principal in the process of evaluating your business, and from it you can evaluate where you can improve and how in the fastest and easiest ways that achieve the greatest returns and profits for you as well. It guarantees the continuity of your customer, and this is the basis of trade.
Customer Loyalty Programme
It means their constant desire to buy or deal with the brand frequently, Which arises as a result of the positive experience of the customer and the efforts made by those in charge of the brand to provide satisfactory customer service that provides benefit and value in the form of a product or service that this customer obtains.
Levels and degrees of customer measurement according to the size of the institution, whether small, medium or large, which are:
_ Measuring Customer Satisfaction For New Projects
_ Measuring Customer Satisfaction For Small and Medium Enterprises
_ Measuring Customer Satisfaction and Loyalty Program For Major Companies
The major obstacle for more than 90% of companies of different sizes does not take into account this type of studies to measure the level of customer satisfaction and meet their needs and develop a loyalty program for customers to ensure the continuity of their survival and achieve profit and stable and continuous returns.
Unfortunately, even the remaining 10% who say yes, we measure the satisfaction of our customers, including small, medium and large companies as well. Their measurements are either very weak or wrong, or they do not provide solutions to implement them correctly, and unfortunately there is also no continuity to improve the level of satisfaction and re-measurement.
Trade is not just about attracting a new customer and selling something to him. Rather, it is the preservation and continuity of the customer.
The real obstacle to not paying attention to this type of important studies is that the owner of the project, the initiator, the trader, the executive director, the director of development, or even the director of quality, as well as the director of marketing or sales, are not aware of the seriousness and importance of this type of studies and its impact on the company’s revenues, growth and profits.
Their lack of interest in this is due either to:
– Lack Of Expertise
– Poor Capabilities
– Lack Of Interest In The Development Of The Company
– Indifference To The Existing Customer And Focus Only On The New Customers
– Unwillingness to develop quality
– Not Interested in Making Profits
– Unfamiliarity With This Type Of Studies
It is strange that whoever conducts a study to measure customer satisfaction makes many mistakes and does not reach any goal because he follows the traditional methods of measuring customer satisfaction that have deficiencies and weaknesses, including:
Preparing Questionnaires
It is a science and specialization and requires scientific and practical experience, and no person is qualified to work to prepare it. It requires the development of a strategy and objectives on the basis of which a methodology of questions is developed to obtain logical and correct answers that can be benefited from and applied in a manner commensurate with the company’s capabilities to achieve the required growth, success and profit.
Most customer survey questionnaires are very long and waste the customer’s time as well as complicate data analysis as well. Have you ever filled out a paper form with 20-30 questions right next to the store box!?
These surveys seem to be more about producing a report than about learning and changing employee behavior in order to achieve customer loyalty.
numerous anonymous customer satisfaction surveys; As a result, the customer cannot be tracked and the feedback loop is closed with each individual customer.
Survey questions are not designed to interact with the customer and their language.
The response rate for customer satisfaction surveys is low. Therefore, its results cannot be relied upon.
Sometimes results are manipulated. For example, a branch of a store or a customer support specialist asks a customer to give him a high score!
It is conducted once a year and cannot of course reflect actual customer feedback