Definition of Customer Satisfaction

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How do you define “customer satisfaction”? [link to post] @ericjacques (cc @hyken, @MarshaCollier)

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Eric,
Another definition! Yikes! Ok so I’ll bite. And to clarify on my tweet earlier, you’re first question is the only question that matters “How do I define customer satisfaction?” You, me, the customer. At the end of the day, it’s the customer’s definition, his criteria that answer that question. Then, and more importantly, based on your own personal definition, what does that mean in terms of your future relationship with the entity responsible for living up to or exceeding your definition (ahem…expectation).

If you are “satisfied” based on your personal definition, does this mean you go back? Does it mean that you move on? And here’s another angle, if you have low expectations and I have very high expectations, but the experience delivered to both of us was identical? Who has the better perceived experience? Who realized greater value? Who’s delighted? Who’s disappointed? And who’s simply content?

To the second question, back to my tweet, I think the answer is again based on the value the customer places on being “satisfied”. If I delight you, you are by definition, satisfied. I have an HVAC repair guy that I’ve been using at my home for about four years. He is knowledgeable, responsive, polite, reasonably priced – rock solid. I’m satisfied. Does he need to exceed my expectations? No, I have very high expectations and he meets them.

So, I think the contrary is the more important question. As a customer, should being satisfied be your objective? As a company, I want to know the answer to that about my customers and prospects, how they define “satisfaction”. If my customers’ goal is to be satisfied, however they define it, they I should strive to achieve that.

This is a really interesting topic, continuing from @deliverbliss Apple post and @reaburn post about Zappos. If satisfying, pleasing, delighting customers is always a moving target, then how do we ever come to a good meeting place as brand and customer where we can focus on co-creation of value?

With my HVAC guy, I have an expectation of service, he meets it. Case closed. He did a great job last week. The next time, I don’t expect him to somehow surpass that and rock my world. My expectation is set. He knows what it is and knows he meets it by the fact that I continue to use him. We both get what we want. Now, don’t confuse this with continuing to earn my business.

I think the whole ever-rising expectations thing is a slippery slope. It leads to disappointment with even the best service experiences, like in Chris Reaburn’s case.

thanks for the post
B
Barry Dalton´s last blog ..Twitter Follow Friday 8

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RT @ericjacques Defining Customer Satisfaction [link to post]

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Eric,
you’re last two sentences nailed it! There is a cost/benefit that includes the variable “what do I need to do to get this customer coming back. And, “customers will make their decision to be loyal (or not) based on their needs and available options”.

Spot on!

Thanks
B
Barry Dalton´s last blog ..Twitter Follow Friday 8

Twitter Comment

Can’t argue with this: Defining Customer Satisfaction post from @ericjacques [link to post] #custserv

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RT @MarshaCollier: Can’t argue with this: Defining Customer Satisfaction post from @ericjacques [link to post] #custserv

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Eric,
There is nothing satisfying about someone just meeting your expectations, unless you’re always used to settling for less. As an example, let’s run this idea through a standard grading scale. If failing to meet expectations is an ‘F’ and exceeding expectations is an ‘A’, then the current dictionary definition of customer satisfaction has to be a ‘C’ average. Obviously this needs a revision. Another great post!

Matt

If every customer has a different definition of customer satisfaction, then does ours even matter?

Perhaps the whole idea of satisfaction should be dismissed and we should focus on the Golden Rule:

Treat your customers as you want them to treat you.
Tim Sanchez´s last blog ..Follow Friday – Edition 7

[...] My last post Definition of Customer Satisfaction was syndicated on CustomerThink and led to a great discussion with Graham Hill. (He also blogs on [...]

Great stuff, Eric. At the core of it, I agree with you 100%.

But in getting firms to change their definition of customer satisfaction — or getting them to “go further…and aim for customer excellence” — means running up against the realities of metric mentality.

While there are lots of different types of metrics, on one level, there is a dichotomy between metrics that are used to measure the effectiveness or efficiency of what’s being done, and metrics that firms use to “keep score.”

Customer sat metrics fall into the latter category. Oh sure, someone is going to say that in THEIR firm cust sat scores are scrutinized and used to identify performance problems and improvement opportunities, yada yada yada.

But in a LOT of firms, cust sat scores are used more as a metric to either punish or reward managers — i.e., a branch or store manager being rewarded/punished for rising/declining cust sat among his/her customers.

I get the sense that what you’re arguing for is a measure that actually helps managers/execs manage the business. If I’m right, then I’d suggest leaving cust sat alone (and let the cust sat proponents fight it out with the net promoter syndrome sufferers).

Better to define a new metric with a fresh start than try to convert everyone’s baked in definitions of customer satisfaction.