Customer satisfaction: Corporate self-deception

Customer satisfaction: Corporate self-deception

Nearly every company claims to be customer-focused. "Customer orientation is our focus" is something we hear again and again. However, as a study by Bain & Company has found out, this customer focus often does not reach the one whom it should – the customer.

80% of companies claim to be customer-oriented, but only 8% of customers agree with this self-assessment. Only eight percent! This difference is known as the customer experience gap.

How to increase customer satisfaction and how to close the gap

Creating positive, digital, automated and individualized customer experiences remains a key challenge for almost all industries to increase perceived customer satisfaction. This is crucial to retain customers and increase their lifetime values and secure future sales. The following applies: exceptional experiences increase the loyalty of your customers and make them advocates of your brand.

It's been proven time and time again: the companies that are successful are those that truly understand and empathize with the problems and needs of their customers. Thus, empathy and digitization are not mutually exclusive, but go hand in hand.

No satisfied customers without satisfied employees

Both empathy and digitization once again focus on one thing: people. Nowadays, customers are more frequently getting in touch with companies online, so the digital dialog needs and should be the focus. Central are the questions: How can sales be increased, lifetime values of customers be raised, and customer loyalty be improved?

Customers appreciate exceptional experiences. Not only do they become advocates for your brand, but they are also willing to pay more for special experiences and services. Positive customer experiences are thus a key differentiator for brands.

To achieve true customer satisfaction in both analog and digital communications, it is essential to also focus on employee satisfaction. Unfortunately, also here, there is a discrepancy in perception. According to a study by Forrester Consulting, most HR organizations say that successful employees are the decisive factor for them.

But 40% of employees are skeptical of this statement. They believe HR policies and technologies are selected based on the lowest cost and not necessarily what is best for employees.

Many employees do not believe that their employer has their best interests at heart. Therefore, there is also ‘employer experience gap’ which most often results in the ‘customer experience gap’.

Closing the Employer Experience Gap

Ideally, HR technologies should give all employees the same opportunities for training, learning, coaching, and mentoring to develop and succeed without any obstacles. Employees want, among other things:

  • Learning software: opportunity for continued education, training, and acquiring new skills to adapt to new demands
  • Networking tools: technology for rapid interaction to share information, speed up processes, interact with each other and achieve results
  • Communication tools: facilitate discussions and exchanges beyond departments and hierarchies

Conclusion: Capable employees are the key to satisfied customers. For both groups, awareness, focus, and empathy are prerequisites for people to feel as if they are taken seriously. Lasting satisfaction among customers and employees closes the customer experience gap as well as the employer experience gap and enables sustainable and permanent economic success.