Sundaymail Editor
Cresencia Marjorie Chiremba
“I always want to know whether the customers are satisfied; customer satisfaction is, after all, my ultimate goal” – Niki Lauda
Relationships that do not provide satisfaction never last.
And such relationships are typically marked by lack of loyalty, as the dissatisfied party will always be on the hunt for that satisfaction that he/she is not getting in the current settings.
Customers do the same, when they feel that the current service provider lacks the willingness to provide them with satisfaction.
They wander about comparing your service with that of your competitors, and when they get that satisfaction somewhere else it is difficult to get them back.
1. Satisfaction guarantees repeat business
It is improper for businesses to only strive for higher customer satisfaction, but rather they should pursue it every time they serve or interact with a customer.
Even your repeat customers want consistency when it comes to satisfaction.
Just because they are regulars, it does not mean you should take them for granted.
Some organisations have become too casual with their regular customers, so much so that they give them second class service, because in their minds they will always come back.
This is not on because once they feel that you are too relaxed, they will look for a service provider that gives them first class service all the time.
2. Satisfaction breeds new customers
Focus on pleasing your core clients so that old customers will continue to be loyal.
When old customers are satisfied, they become the brand’s biggest cheerleaders, which is a plus when promoting a brand.
If it is a complete clothing brand, the satisfied customers will wear that brand from top to bottom.
Brands like Adidas have apparels that range from sports shoes, stockings, watches, tracksuits, t-shirts, and even caps. A loyal satisfied fan can put on that complete leisure or sport brand attire.
By doing this they will be promoting the brand. I have also witnessed some people who have a Samsung phone, Samsung television, Samsung home theatre and a Samsung refrigerator.
Such loyal customers can easily attract new customers, and they are also very good at giving recommendations.
Social media reviews are also an added advantage because most of these are put by customers who would have experienced the brand or service.
It is, therefore, important to always make your customers happy, because they will always say a good word out there that can arouse the interest of a prospective customer.
It is also okay to post positive reviews or feedback on your corporate website because every success story of a satisfied customer serves as a testimonial or case study to future customers willing to try out your brand.
3. Satisfaction helps in differentiation
The business world is full of competition, and for an organisation to win that war they must be exceptional in their business dealings.
Not only should organisations provide out of this world service, but whatever they do it must give their customers the ultimate satisfaction.
When you are satisfied you do not even think of straying and being serviced by competitors.
A recent PricewaterhouseCoopers (PwC) report suggests that 73 percent of customers use their customer experience in making purchase decisions.
This means how they receive the services rendered to them from the beginning of their purchase journey up until the end of it, will play heavily in the customer purchasing decision matrix.
Bakeries are one kind of industry that have managed to differentiate their products.
They customise their cakes according to the taste and preferences of their customers.
If the customer wants a certain cake design, they are so creative to such an extent that they can make it.
I have seen this euphoria is also moving into casket design, with Nyaradzo recently featuring a car designed casket at this year’s Zimbabwe International Trade Fair. Although there were mixed feelings about this newly designed casket, the truth of the matter is that it is different from the usual standard designs.
This design has also shown the public that you can still move to the next life in a coffin designed to suit your fantasy.
It is true that when you give a bad service, your customers may swear never to do business with you again, and this is sweet news to your competitors.
Your competitors are always waiting patiently for you to make the smallest mistake in your service delivery. They will use that mishap to make right whatever you would have mishandled.
Most giants in different industries were masters in identifying where their market leaders were lacking and capitalised on that by correcting the mistakes made.
In the process they won the hearts of the markets and grabbed considerable market share.
Every customer interaction done at whichever touch point must always be on point.
A slight crack in customer satisfaction is good enough to give foxes in the industry an opportunity to wrestle the market from you.
Some well-known companies sank into oblivion, because they failed to make their customers happy, and they were left.
As the street lingo goes, “Fadza Mutengi wedoro”, no one enjoys staying in an unhappy union and the same goes with business-customer relationships.
*Cresencia Marjorie Chiremba is a marketing enthusiast with a strong passion for customer service. For comments, suggestions and training, she can be reached on or on 0712 979 461, 0719 978 335
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