Companies that actively manage their customer satisfaction sell more and make better business decisions.

There is probably no company that is unaware of the importance of actively monitoring customer satisfaction. We all agree that it is good to know what our customers want, what bothers them, and what they wish from our company.

How Does Active Customer Satisfaction Management Work in Practice?

A company receives customer feedback daily regarding their experiences with the company. That's all well and good, but... Through active satisfaction management, companies collect anywhere from a few hundred to several thousand feedback responses monthly, which someone needs to review and act upon. This sounds like a lot of extra work, especially since employees have many other tasks and responsibilities. Why bother with it at all? There are 2 reasons that might convince you to implement active customer satisfaction management in your company.

1. Companies That Actively Manage Customer Satisfaction Sell More

Companies that actively collect, review, and respond to feedback, and systematically improve their customers' purchasing and user experience, sell more:

• more repeat purchases (satisfied customers buy more),
• fewer customer churns (satisfied customers do not leave the company),
• cheaper acquisition of new sales (it is cheaper to sell to an existing customer than to acquire a new one),
• greater advertising return (you convert more new customers into regular company customers).

2. Companies That Actively Communicate With Customers Make Better Decisions

Active customer satisfaction management enables two-way communication – the company can quickly check its future decisions with its customers. Tools like Artur.com allow companies to conduct 'instant' marketing research, through which customers tell the company how they will react to a new product, a new sales promotion, a new advertising campaign, etc. Here are some examples of making business decisions based on customer feedback:

• A furniture store checks which furniture designs customers like best. Based on the collected data, they place an order (which items and in what quantities).
• A company has prepared 3 ideas to boost sales of a specific product. They check with their customers which idea would persuade the most customers to buy.
• A company is considering developing a new product. Before starting development, they check customer interest in this product.

The next time you are looking for ways to increase your company's sales, remember that it is 7 times cheaper to generate additional sales from existing customers than to acquire new ones.