Small Business & Graphic Design News

Improve customer satisfaction with feedback campaigns

Although the recession has had a substantial impact on consumer spending and confidence, Americans’ satisfaction with the goods and services they buy remained steady in the fourth quarter of 2009, reported the American Customer Satisfaction Index.

The index, a national economic indicator founded by the University of Michigan’s Ross School of Business but now run by the ACSI organization, now stands at 75.9, just 0.1 percent lower than the previous quarter. It is also considerably higher than its level at this time last year.

Though consumer spending remains subdued, the companies that promote customer satisfaction are likely to come out on top, as "high levels of customer satisfaction tend to strengthen consumer demand," said the report.

Customer satisfaction in the retail sector did particularly well, rising 1.3 percent to a reading of 76.2, while the finance and insurance sector performed even better by rising 1.4 percent to 77.1.

Though "most companies are providing good customer service and many have very satisfied customers," said the ACSI, businesses in all sectors are advised to invest in customer satisfaction measures to keep their sales high and customer demand up during the recession and transition into recovery.

To increase their customer satisfaction levels, small businesses should focus on engaging with their customers.

"Customer satisfaction and loyalty start with listening," reported Chief Marketer magazine. "Listening and engaging directly with your customers is critical to service, support and brand loyalty."

The magazine advised small businesses to offer multiple forms of contact, from postcard surveys and newsletters on official company letterhead to social media resources and live online chat functions.

"Eliciting feedback lets businesses tap directly into the minds of customers to improve their websites, products or offerings," Chief Marketer reported.

To create the most effective feedback campaigns, small business owners are advised to evaluate their goals for the campaign, such as how the information will be used and how it will be organized or collected.

Companies can use customer feedback in a number of ways, from improving their websites to guiding product development and shaping future marketing campaigns.

But most importantly, customer feedback campaigns let clients know that the company values their opinion – a crucial factor in improving customer satisfaction.

Customer feedback campaigns also boost customer satisfaction indirectly, because the products of the feedback – such as improved web design or more intuitive product features – will better suit the needs and desires of the company’s market, experts say.

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