How to Cultivate Customer Satisfaction

Customer satisfaction is something that is earned through a single exchange between a customer and a  business. In the Cambridge dictionary customer satisfaction is described as: a measure of how happy customers feel when they do business with a company.  The big question is, how do we really know that the customer was happy with our services/products/experience? The obvious answer is to ask. Ask the customer about their experience and get feedback . Often clients are reluctant to share how they really feel, so offering a survey on-line through your website is an easy solution, or a follow-up phone call. As consumers we have all received survey requests with our sales slip, offering discounts for completing it in a specified period of time. Often we just dismiss these requests, however if you have developed a relationship with your customer, they will be more inclined to follow through.

Here are a few ways to help you cultivate customer satisfaction in your business:

1. Build a Relationship: It sounds easy enough but customer relationships start with the first phone call, and people may argue that they start earlier than that with your marketing and advertising. Getting to really know your customer and their needs and wants and cater to those requests. Remember that they called you! Don’t lose the chance to build your relationship immediately. How a customer is treated on the phone is an early predictor of how they will respond to you. If you haven’t already, get all your staff trained on telephone etiquette.

2. Getting Systematic Customer Feedback; As mentioned, feedback is critical to your business’s performance and the development of customer satisfaction. If you do not ask for customer feedback, it is time to start. You could be loosing customers and not even know it. Share feedback with your team and use it to improve how you do business. You can also use surveymonkey.com to generate your own survey that you can share with your clients.

3. Have Established Protocols for Customer Complaints/Resolution: Customer complaints and issues need to be dealt with quickly and effectively in a timely manner. No matter the situation that led to the complaint, a quick resolve is the best way to get your customer back. Although you can not predict every potential customer issue, having your staff trained on how to handle complaints properly is key.

4. Focus On Satisfying the Customer: Look at your operation and focus  on key areas where you can have the most impact with your customer. Your goal is to meet, anticipate and fulfill your customers needs. Find ways to go above and beyond  to satisfy your customer.

5. Take Care of Yourself: In order to have the best interactions with your customer and provide the best service, employees need to feel good about themselves. Employee burnout is a real issue and can have disastrous effect on your business. Make sure that all your staff/employees are presenting  their best selves, getting enough rest and exercise. Happy employees=Happy Customer.

These are just some ideas on how your can cultivate customer satisfaction in your business. Customer satisfaction is a process that involves your whole team, don’t let a good customer get away.

 

 

How to Build a Customer Centric Medical Spa

Acara visits medical spas and aesthetic medical practices on a regular basis. We see a wide variety of business practices and,  almost 100% of the time the quality of clinical services is outstanding. The ambiance is beautiful, however a majority of the time the quality of the customer service is mediocre to poor.

I know that sounds shocking, but it is true. (for the purposes of this post I am using the term customer: a person whom exchanges money for goods or services versus patient or client) How can a business be so successful in so many ways, but falter in their customer service?

Typically it is a reflection of deep rooted business customs and  practices that the business executes day to day.  This is not a situation where a set of new customer service protocols will solve the problem.  You need to take a look at a few areas, starting at the top then move through your business with a 360 degree approach.

Here are a few steps to begin the process:

1. Do not even attempt to spend time improving customer service unless you, as the physician or manager, are willing to completely embrace the process and lead by example.  You must become a Customer Centric Leader. Practice makes perfect. 
2. You need to show not just tell your team what excellent customer service looks like.  As an exercise, script each interaction that your team has with your customers (phone and in person). Write these scripts down and  hold a team meeting where everyone is involved in the role playing. As you move through this process you will uncover areas of weakness, and then have the opportunity to improve . Add these scripts to your Operating Procedure Manual. 
3. Make every operating decision based upon the customer: hours of operation, quality of care, accounting practices and principals, phone system, staffing levels, equipment purchases, facility management, etc.
4. Each time you make a business decision ask yourself and your team: “Will customer service improve with this change, will it remain the same or will it be negatively impacted?”  Based upon the answer to the question you should have your decision.

Being customer centric takes practice and then most importantly, execution. If you are thinking about how your business can be improved, a company to look at is Disney. They are at the top of customer centric companies. Your every desire, interest and wish is fulfilled. It has been anticipated before your arrival. You don’t need to be Disney, but you can sure get close.