{"id":13520,"date":"2022-05-19T04:51:01","date_gmt":"2022-05-19T04:51:01","guid":{"rendered":"https:\/\/blog.marketo.com\/?p=72856"},"modified":"2022-05-19T05:21:12","modified_gmt":"2022-05-19T05:21:12","slug":"customer-happiness-4-tips-to-measure-what-truly-matters","status":"publish","type":"post","link":"https:\/\/marketingnewsbox.com\/?p=13520","title":{"rendered":"Customer Happiness | 4 Tips to Measure What Truly Matters"},"content":{"rendered":"
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Do you want happy customers? <\/span><\/p>\n

Of course, you do. No business wants unhappy customers. But how do you know they\u2019re happy? Repeat business isn\u2019t necessarily a sign of happiness, as proved by the concept of customers as hostages (when customers don\u2019t want to buy from you, but feel like they don\u2019t have a choice.) <\/span><\/p>\n

Is it, in fact, even possible to measure happiness? <\/span><\/p>\n

Every year the United Nations publishes <\/span>its World Happiness Report<\/span><\/a>, ranking the planet\u2019s countries in order of the happiness of its citizens. (The happiest nation is Finland, for the fourth year running.) <\/span><\/p>\n

Sounds like a tough gig, but the metrics used by the UN are actually easy to understand and clearly relate to how happy people are: life expectancy, corruption, levels of anti-depressant use, and so on. <\/span><\/p>\n

So what if we could do something similar with our customers, and create a marketing equivalent of the World Happiness Report to find out how happy they are with our services?<\/span><\/p>\n

1. Stop measuring the wrong things<\/h2>\n

This would be distinct from, and hopefully more useful than, the traditional indicators of success. Metrics such as how many users visit your site, the conversion rate, and the basket size are important but they\u2019re missing something.<\/span><\/p>\n

They can\u2019t tell you how the customer is feeling. Because they\u2019re all about your business, not the customer. <\/span><\/p>\n

Instead, we need to think about engagement and satisfaction. Both are much talked about and sought after but rarely measured properly or even understood that well. Even when a brand has an active social media presence, making it easier to judge how engaged your audience is, <\/span>marketers sometimes miss the point.<\/span><\/a> <\/span><\/p>\n

2. Engagement is about more than numbers<\/h2>\n

It\u2019s often assumed that a high number of followers automatically means you\u2019re doing something right and, while that\u2019s not untrue, it doesn\u2019t mean you\u2019re engaging people. Or that they\u2019re satisfied. <\/span><\/p>\n

You might have 500,000 followers but if most of them aren\u2019t liking, sharing or commenting then they\u2019re not engaged. Conversely, if you have 50,000 followers and half of them are engaging, they\u2019re worth more. If they are engaged, chances are there is at least some interest in what you do, which is half the battle won.<\/span><\/p>\n

There is the question of assessing the sentiments behind engagement. Assessing if people are happy has a problem because people are more likely to express a negative sentiment than a positive one, so negativity tends to be over-represented. <\/span><\/p>\n

Complaining about a bad experience seems easier than being complimentary about a good one. Complaining is an expression of frustration and a means of retaliating. But being nice? There\u2019s not much in it for the customer. <\/span><\/p>\n

3. Just ask what they\u2019re thinking<\/h2>\n

The best way of encouraging positive feedback is to just ask for it \u2013 or rather, ask for feedback. People need prompting to make the effort but it doesn\u2019t need to be complicated \u2013 long surveys are arduous and boring for the customer \u2013 so keep it to something simple, like a post-purchase SMS. <\/span><\/p>\n

And while the Net Promoter Score (NPS) is used everywhere, in an age when how people interact with and recommend brand has changed significantly since its inception in 2013, perhaps <\/span>its days are numbered<\/span><\/a>. Better to use questions that are specifically tailored to your business and customers, and less open to interpretation than NPS\u2019s scale of 1-10. <\/span><\/p>\n

Using a Customer Satisfaction Score (CSAT) is common practice, but its success is not just about finding out what a customer thinks. It\u2019s about taking action if things aren\u2019t right.  <\/span><\/p>\n

4. When things go wrong, fix them<\/h2>\n

If there\u2019s something wrong, follow it up. \u201cHow did we do today\u201d messages are ubiquitous but they\u2019re worthless if the responses are not followed up. Learning what a brand is doing wrong is as important as understanding what it\u2019s doing right. <\/span><\/p>\n

What makes someone happy is often perceived as being subjective, and therefore difficult to measure. But when it comes to customer experience, it\u2019s not hard to work out what makes people happy. <\/span><\/p>\n

Good service, complaint resolution, solving problems \u2013 they\u2019re all a lot simpler to quantify than levels of corruption in society and anti-depressant use. If it\u2019s possible to figure which is the happiest country on Earth, it\u2019s possible to work out if your customers are happy.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Do you want happy customers?  Of course, you do. No business wants unhappy customers. But how do you know they\u2019re happy? Repeat business isn\u2019t necessarily a sign of happiness, as proved by the concept of customers as hostages (when customers don\u2019t want to buy from you, but feel like they don\u2019t have a choice.)  Is… <\/p>\n","protected":false},"author":1,"featured_media":13521,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[85],"tags":[],"class_list":["post-13520","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-martech-martech-today-newsletter"],"_links":{"self":[{"href":"https:\/\/marketingnewsbox.com\/index.php?rest_route=\/wp\/v2\/posts\/13520","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marketingnewsbox.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/marketingnewsbox.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/marketingnewsbox.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/marketingnewsbox.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=13520"}],"version-history":[{"count":0,"href":"https:\/\/marketingnewsbox.com\/index.php?rest_route=\/wp\/v2\/posts\/13520\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/marketingnewsbox.com\/index.php?rest_route=\/wp\/v2\/posts\/13521"}],"wp:attachment":[{"href":"https:\/\/marketingnewsbox.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=13520"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/marketingnewsbox.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=13520"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/marketingnewsbox.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=13520"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}