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6 ways to anticipate, deliver and measure customer satisfaction

Jennifer Lonoff Schiff | July 16, 2014
Customer experience experts share their tips on how businesses can keep customers happy and coming back for more. They also tell you how to measure that customer satisfaction.

"Customer service, much like everything else, has moved online, and while much of the focus has been on Facebook and Twitter recently, trends and studies indicate that user generated online reviews on sites like Yelp, Google+ Local and Angie's List are a far more powerful tool for measuring customer satisfaction," says Chris Campbell, Chief Tracking Officer at Review Trackers. "So encourage, respond to and manage your company's online reviews for real feedback from your best customers."

6. Make sure your internal customers — e.g., your salespeople and customer service agents — are happy. "Happy employees are more motivated and more productive, and therefore able to deliver the highest possible level of customer satisfaction," says Derek Irvine, vice president of Client Strategy and Consulting, Globoforce, which helps companies better connect with and recognize their employees. "So how do you make your employees happy? First and foremost, make sure employees feel appreciated and recognized for their work. According to Globoforce's recent Workforce Mood Tracker survey, 86 percent of employees say being recognized for their efforts motivates them in their job," he explains. "That motivation will have a major impact on customers' happiness and satisfaction. So say 'thank you' to your employees every day; your customers will reap the benefits."

"If you're looking to improve the customer experience, the place to start is with your agents," says Ann Ruckstuhl, CMO, LiveOps, which provides on-demand customer care and support solutions. "According to research by LiveOps with Harris Interactive, 92 percent of consumers report that a customer service agent's perceived happiness has an impact on their experience with the brand. Agent happiness is heavily influenced by their ability to perform their jobs well. By equipping agents with the right tools, their productivity and 'happiness' go up, which translates directly into better customer experiences."


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