A successful customer satisfaction management strategy is a long-term company orientation, composed of three elements.

Companies are under pressure daily to achieve their sales plans. Sales plans can be achieved in several ways; by aggressively seeking new customers and/or by maximizing sales to existing customers.

More and more companies are looking for alternatives to the time-consuming and financially draining search for new customers. They prefer to build long-term company success on increasing the satisfaction of existing customers. This way, they reduce customer churn, increase sales to existing customers, and improve the effectiveness of their advertising. The purpose of customer satisfaction management is to create a base of loyal customers who make repeat purchases, do not switch to competitors, and share their satisfaction with the company within their social circles. Satisfaction management improves advertising effectiveness, as more new customers, due to their purchase satisfaction, become loyal customers of the company. A successful customer satisfaction management strategy is a long-term company orientation, composed of the following three elements:

1. Constant Flow of Customer Feedback

A company cannot effectively address its customers' needs and problems if it does not know them. Occasional surveys or mystery shoppers do not reveal the actual customer sentiment and do not provide enough information for the company about what bothers customers and what they need from you. Systematically generating a large volume of feedback captures more customer dissatisfaction and gives you a clearer picture of what needs to be changed in your work processes, services, and products to increase satisfaction.

2. Review and Management of Collected Information

If you have created a good flow of customer feedback, you will have daily insight into your customers' actual satisfaction. Some of the feedback will contain information about what bothers customers, what they desire, and what they need. This is the core of successful customer satisfaction management. Companies that react to received information and systematically resolve dissatisfactions and implement changes that customers need will systematically increase satisfaction and thus customer loyalty.

3. Communicating Satisfaction

If you have satisfied customers, then communicate it. The trick is in proving satisfaction. Customers are skeptical and do not believe company claims. However, they do believe other customers because they share the purchase experience with them – if most of a company's customers are satisfied, they will likely be satisfied too. Social proof works (this is how word-of-mouth recommendations work). By collecting customer feedback, a company can create social proof that customers are willing to believe. Satisfaction management systems (like Artur) create a constant flow of customer feedback for a company. The company receives daily responses about satisfaction with products, services, and company employees.