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Why is Customer Happiness Indexing the Need Of the Hour?
General 5 MIN READ October 23, 2020
The Customer Happiness Index is a measure to quantify how happy a customer is with a service, product, or experience. It reveals how a customer feels after engaging with your company. It also tells you if you have earned his loyalty and whether or not your company is being recommended further.
Customer satisfaction is an important factor that provides impetus to growth & success of a company. Customers are the biggest asset for any business and your service must inspire them to be the promoters rather than being passives and detractors. Identifying unhappy clients helps your business to identify and improve services and boost client loyalty.
Benefits of the Customer Satisfaction Index (CSI)
Some of the main benefits of the Customer Satisfaction Index (CSI) are mentioned here:
- Enhances the support team’s performance
- Help you to prepare and proactively work to improve services
- Empowers you to consider the wishes & complaints of dissatisfied clients
- Supports client retention
How Do You Measure Customer Happiness?
There are many scales to measure customer satisfaction. Customer Satisfaction Score(CSAT), Customer Effort Score, etc can help in analyzing the customer reactions to a product or service.
“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” ~Jeff Bezos
Customer surveys incorporate all customer satisfaction data collection techniques. It can be a time-consuming method whenever it involves calling or form submission. A realistic Customer Satisfaction Index is the key to reduce customer churn and an advanced CHI (Customer Happiness Index) is therefore required which accurately predicts each customer’s satisfaction level.
Analysis Of Customer Happiness
The score provided by CHI provides you a deep insight into the satisfaction level of your clients. One can easily segregate the customers into passives, detractors, and promoters. Clients who are happy & satisfied with your service will increase the net promoter score as it is likelier for them to continue business with you.
Passives are the ones who are neither satisfied nor dissatisfied with the service.
Lastly, if a client is very unhappy with your service, they fall under the detractor category and his/her problems must be solved on a priority basis. In case of failure, you might risk losing both the client & your reputation.
Feedback Is Good, But Instant Feedback Is Better!
As businesses move online, you have to grab the attention of online users for feedback. The netizens do not have enough incentive to do it and they are likely to give you a few seconds at most. To counter this, the customer support of any business must go for instant feedback without annoying the customer base. Instant feedback helps you perfect service or product gradually.
Happy Customers = Happier Employees
If the customers are constantly yelling at the customer service agents, it is not at all a nice situation for them. Agents might get demotivated if they are dealing with upset customers regularly. As the agents get drained, ineffective, and uninspired, they will keep on deserting the organization. There is a strange correlation between CSAT and ASAT (agent satisfaction). As the former score moves up, the latter also moves up and vice versa! Positive feedback kicks off a cycle that makes everyone happy and motivated.
Conclusion
With the aid of the Customer Satisfaction Index, businesses can proactively identify the major causes of their problems. This allows the strategic decision-makers to gain the required transparency & control required to solve them. As support services improve, customer advocacy plays a huge role in positive word-of-mouth marketing. A whopping 85% of new business is derived through this technique(in case of small businesses).
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