Monitoring Customer Satisfaction as a Results Lever
Monitoring customer satisfaction is essential to understand how customers perceive our products and services, as well as to gain the opportunity to experience being a customer of our own company (although this is not always possible).
Having the awareness that monitoring and/or talking to customers is important is the first step.
But how can monitoring be implemented in a way that helps improve customer perception and, consequently, commercial and financial results?
To begin with, it is necessary to understand and map the entire customer life cycle, along with the respective touchpoints, processes, tools, and areas involved.
Based on this mapping and an understanding of the offering, competition, and substitute products or services, we structure a survey to identify key relationship elements and customer decision attributes, as well as relative performance compared to competitors and alternative products or services.
Knowing what is important allows us to structure multiple research blocks to dynamically monitor performance.
At this stage, we can choose agile alternatives that, through technological platforms, allow us to reach the customer base with targeted questions directed to the appropriate respondents (as in B2B markets).
The alternatives include NPS, CSAT, CES, among others. All of them qualify customer experiences, categorizing customers as promoters or detractors, satisfied or dissatisfied, and identifying interactions as easy or complex.
This information alone has value and provides a “temperature check” of how products, services, and experiences are being delivered. However, its value increases when we complement this knowledge by exploring the dissatisfied customers identified through the selected methodology.
This complement involves additional questions (short, simple, and opportunity-oriented), asked only to dissatisfied customers.
The dynamic monitoring of customer satisfaction should then be organized within a dedicated committee that analyzes results and transforms opportunities into corrective and/or improvement actions.
BFG supports the structuring of the entire monitoring process – methodologies, tools, survey structures, indicators, processes, and governance.
Get in touch and improve your customer satisfaction.
Frederico Barbosa
Co-founder / Sr. Partner at BFG Consult Engineer graduated from UFMG, with an MBA from INSEAD (France). Extensive experience in management consulting, with a strong track record across multiple industries and geographies. I help companies overcome challenges and achieve tangible results by driving revenue growth, improving commercial and financial performance, enabling expansion into new markets and offerings, and enhancing customer satisfaction.