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يُعدّ رضا العملاء important because it gives marketers and business owners a metric they can use
to manage and improve their businesses.
In a survey of nearly 200 senior marketing managers, 71 percent said they
found the customer satisfaction metric very useful for managing and monitoring their businesses. It is a key indicator of consumers’ intentions to
buy again and their level of loyalty.
Here are some reasons why customer satisfaction matters:
.
A key indicator of consumers’ intent to repurchase and their loyalty:
رضا العملاء It is the best indicator of how likely a customer is to make another purchase in
the future. Asking customers to rate their satisfaction on a scale of 1 to 10 is a good way
to find out whether they will become repeat customers or even advocates for the company.
Any customer who gives you a rating of 7 or higher can be considered satisfied with what you’ve provided, and you can expect
them to return and make repeat purchases with confidence. Customers who give you a rating of 9 or 10 are
likely to promote your company and help bring in new customers.
A rating of 6 or lower is a warning sign that the customer is unhappy and at risk of
leaving. These customers should be added to a customer watchlist and followed up with so you can
Identifying the reason for their low satisfaction.
.
Customer satisfaction and its role in achieving a competitive advantage:
In a competitive market where companies vie for customers, customer satisfaction is seen as a
key differentiator. The companies that succeed in this highly competitive environment are those that make customer satisfaction
a core part of their business strategy.
Imagine two companies offering exactly the same product. What would make you choose one over the other?
If someone you trust has previously recommended one of the companies to you, you’re likely
influence your opinion. So how does this recommendation start in the first place? It’s likely to be
based on a previous positive customer experience with the company. Companies that deliver great customer experiences
can create high levels of customer satisfaction, enabling them to gain advocates.
عديدون لها.
Customer satisfaction doesn’t just help you retain your existing customers; it can also be
a powerful draw for new customers.
.
Customer satisfaction reduces customer churn:
وجد تقرير رضا العملاء العالمي لشركة Accenture (2008) أن السعر ليس هو السبب
customers leave; in fact, poor customer service is to blame.
By measuring and tracking customer satisfaction, you can take new steps to improve the overall quality
of your customer service.
Try to focus on exceeding customer expectations and delighting them at every opportunity. Do this for six months,
Then measure customer satisfaction again to see whether your new initiatives have a positive or
negative impact on satisfaction.
.
Customer satisfaction increases customer lifetime value:
وجدت دراسة أجرتها InfoQuest أن العميل الراضي تمامًا يساهم في إيرادات تزيد بمقدار
2.6 times more revenue than a somewhat satisfied customer. Satisfaction plays an important role in how much revenue a customer
generates for your business.
To increase customer lifetime value, you need to achieve customer satisfaction and strong customer retention.
.
Customer satisfaction reduces negative word of mouth about your company:
Research has found that an unhappy customer tells between 9 and 15 other people about their bad experience with
your company. In fact, 13% of dissatisfied customers tell more than 20 people about their experience.
That’s a lot of negative word of mouth about your company and the services or products it offers, which
will, of course, negatively affect your potential new customers.
.
Customer Satisfaction Metrics
Dissatisfied customers often stay silent; a large percentage of negative customer experiences do not lead to
Formal complaints submitted to the company. Therefore, tracking customer satisfaction involves regularly analyzing data
from your former and potential customers. This requires having certain metrics to help you
measure customer satisfaction, including:
.
معدل الرضا:
This metric focuses on the quality customers perceive while using your product or service, and gives
customers five options for indicating how satisfied they are. Relying heavily on emotional factors, it can
لهذا المؤشر أن يستخدم تقييمًا شاملاً، مثل: “هل أنت راضٍ عن منتجنا / خدمتنا؟” أو يمكن أن
يركز على معايير محددة، مثل: “هل كنت راضيًا عن خدمة العملاء / وقت الانتظار؟”
.
Net Promoter Score (NPS):
The purpose of this metric is to measure, on a scale from -100 to +100, how likely your customers are to recommend
بمنتجاتك / خدماتك أو علامتك التجارية للأصدقاء والعائلة. رغم أن NPS تتأثر غالبًا بمدى
جودة منتجاتك، إلا أن لها أيضًا بُعدًا عاطفيًا مرتبطًا بصورة علامتك التجارية. عند دمجها مع
قياس الرضا العام، تعد NPS طريقة فعالة لتقييم ولاء عملائك.
.
Customer Satisfaction Scores (CSAT):
تحظى CSAT بشعبية كبيرة بين مواقع التجارة الإلكترونية، يمكن إجراء CSAT بسهولة. غالبًا
ما يتطلب فقط إجابة “نعم” أو “لا” ويتم التعبير عنها كنسبة مئوية واحدة بين 0 و 100.
يمكنك أيضًا مطالبة العملاء بإعطاء تقييم أو عدد من النجوم. تتيح لك CSAT تقييم جميع
easily track customer interactions and your points of sale.
.
Customer Effort Score (CES):
يمنحك CES مؤشرًا يركز على الجوانب التشغيلية أو الجهد الذي يبذله العميل لإكمال معاملة
or purchase. This type of insight helps assess customer loyalty. Data is collected directly
after the purchase is completed. The rating uses a scale from 1, representing low effort, to 5, which
This represents a significant effort. Open-ended questions also help you better understand any obstacles the customer encountered
during the purchasing process.
