Customer satisfaction is a concept that is characterized by a vision and a positive perception of a customer’s consumption experience. This satisfaction is built after making a comparison between the expectations of customers vis-a-vis a product need or service, in the face of the real expertise lived by its consumption.
Faced with this comparison, we can consider that customer satisfaction is characterized more deeply by the significant difference in perception between a consumer’s expectations and his consumption experience.
Thus, regardless of the sector of activity, a company must necessarily question the quality of its offer, its size, its consistency with the market demand, its customer relationship management, its after-sales service. Sale, etc. And this to continuously improve and develop the value of a life of its customers because we live in a time when now the customer is at the center of all marketing and business development strategies.
It is mainly because of these different notions and observations, and to guarantee directly the durability of their growth, and their profitability, that more and more companies are turning to tools such as surveys or customer surveys in them. It is considering them as real weapons of commercial development. And it does not matter who these actions are, whether they are new customers or historical customers.
The validity and accuracy of this type of tool are no longer justified as it represents essential sources of information. And in an era considered as “data-centric”, this massive amount of data assists and guides companies in their study of the behavior of their consumers. All of these behavioral analyzes are all the more relevant because they can be directly assimilated into a CRM strategy aimed at perpetually improving the customer relationship.
Faced With All These Challenges, We Can Naturally Define Several Objectives.
Rely on the deepening of this customer knowledge to actively develop the loyalty of existing customers;
Develop the understanding and assimilation of consumer satisfaction and dissatisfaction to deepen customer knowledge;
Develop an understanding of the detailed structure of the customer experience specific to his company, to optimize each component of this structure;
Develop and optimize the overall business strategy of the company.