When was the last time you tested your marketing?
What do I mean by this? What I mean is have you put yourselves in your prospect’s and in your customer’s shoes and stress tested your marketing and does it work? For example, your businesses buying process/es, their user journey when searching and conversing with you, and how easy it is to navigate and find information on your website? These are just some examples of testing. Some businesses even do testing whilst the user is in front of them (or by recording the screen), so they can gauge real time feedback and to gauge reactions of joy or frustration and so on.
As well as ensuring the customer’s journey to use and buy, businesses will also test to find out how easy is it to find the right information, to make a purchase and to make an enquiry. The tester is looking to see if the process/systems etc are easy or clunky? Is it frustrating or a breeze for Mr or Mrs Prospect to use you/buy from you? You will be amazed at what you find and uncover …
So why am I talking to you about testing? Testing is a part of ensuring customers and happy and satisfied.
What is customer satisfaction?
According to Wikipedia, the definition of customer satisfaction is “customer satisfaction is a term frequently used in marketing. It is a measure of how products and services supplied by a company meet or surpass customer expectation”. Steve Jobs said – “Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.”
And don’t forget your staff/team when it comes to the term “customer” as they also come under the customer banner eg they are you internal customers. A recent blog from Pinpoint looked at 6 ways to keep communicating with your internal customers. And Richard Branson said – “Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients.”
Why measure customer satisfaction?
Knowing how your customer is feeling and thinking is useful for you the business owner to make informed decisions. And for you to use their feedback and actions to review and improve your offering and your services.
Good customer satisfaction can help with achieving marketing consistency purposes too, to avoid famine and feast when it comes to leads, pipelines and profits. Peter Drucker said – “If you can’t measure it, you can’t manage it”
What measuring will show you and how you can use this info?
Measuring will of course show you how well your business is doing when it comes to pleasing and helping your customers. Happy and loyal customers is what we are aiming for, for repeat business and for encouraging referrals from them to you.
Measuring also gives you an opportunity to make improvements to your offering and systems/processes so future customers can an even better service.
Sharing your findings with your team and suppliers will also bring them up to speed so they can build such feedback into their strategies, plans and actions.
How to measure? Both Quantitively and Qualitatively
One way is via testimonials and reviews, for example, look here.
Statistics and data are also things to measure to gauge engagement, followers and interest in what you are selling and offering. Such marketing related areas to measure can be found in a recent blog covering Google Analytics to social media channels and so on
Sending emails and asking market research questions or sending surveys are also an option.
These are your quantitative options. Qualitative options are making calls or having chats/meetings to gauge their satisfaction.
Some incentivise for market research and for measuring customer satisfaction.
We have measuring your marketing guide and template if this would help in your search.
What next for your marketing?
For testing, auditing or reviewing, whatever you want to call it, we can help. Get that outsider looking in perspective to help you to help your customers therefore helping your marketing and sales. Find out more