A business acquaintance of mine decided to bring in some of his customers to provide testimonials and learn from their feedback. He was quite surprised at the reasons customers gave for their satisfaction.

Yes the customers were satisfied with the service provided by the business. It met specifications. What surprised him was the comments from the customers about the caring they received and the follow up:

1. How phone calls were returned promptly

2. The way they communicated with customers  and asked how things are going.

3. How they give customers suggestions on other areas of their business.

4. How they do what they say they are going to do.

5. How they are polite and courteous to the customers and their families.

6. How they thank customers for referrals (with a reward).

7. How impressed the customer’s referrals are with how they are treated.

8. How they follow up with the client on everything they are asked to do to ensure the customer is happy.

9. How they remember the personal side of the client’s lives, like recent events or the health of their family members.

10. How the customers enjoy working with the firm because they people they talk to are so up beat and positive.

There is more to measuring customer satisfaction than just meeting expectations. The human side touches the emotions and that sometimes has a huge impact on customer satisfaction.

What is your opinion? Do you measure any of the soft skills in your customer satisfaction metrics? Leave a comment below.


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Adele Berenstein

Adele Berenstein is an Experienced Customer Satisfaction Executive, recently retired from a Large Global IT Organization after a long productive management career including Sales, Marketing, Services, teaching and education center management and most recently, 19 years in customer satisfaction management. She turned around divisions with customer satisfaction problems, implemented measurable improvements and management systems, and implemented programs to prevent problems from ever affecting customers.

2 Responses to “The Human Side to Customer Satisfaction”

  1. Yvonne A Jones Says:

    This is a fantastic real-life feedback and thanks for sharing it, Adele.

    More and more companies, and especially small business owners, must realize that although many customers may have become frustrated and lowered their expectations, if they want to stand out they must key in to the human side. They want to be made to feel special.

    It reminds me of a statement that one of the Greatest Entrepreneurs of the 20th century, Mary Kay Ash said that we should imagine every person wearing an invisible sign that says, “Make me feel special.”

  2. Adele Says:

    Thanks for your comment, Yvonne.

    I love Mary Kay Ash’s quote :’Make me feel special’. Every one wants to feel that way. It’s the human side, mostly unstated, that everyone has in their list of wants and needs when dealing with other organizations and with people and pets too.

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