as a result of loyalty generated by the satisfaction of the customer over a long period of time . Service quality and customer satisfaction are very important concepts that companies must understand if they want to remain competitive and grow .
Customer satisfaction is an overall customer attitude towards a service provider , or an emotional reaction to the difference between what customers anticipate and what they receive , regarding the fulfilment of some needs , goals or desire . Customer satisfaction has a direct impact on an organization ’ s profitability ; satisfied customers form the foundation of any successful business as customer satisfaction leads to repeat purchase , brand loyalty , and positive word of mouth .
Additionally , satisfied customers provide recommendations ; maintain loyalty towards the company and customers in turn are more likely to pay price premiums . The significance of customer loyalty in this is that it is closely related to the company ’ s continued survival and to strong future growth .
On the other hand , dissatisfied customers respond differently . Dissatisfied customers may try to reduce the dissonance by abandoning or returning the product , or they may try to reduce the dissonance by seeking information that might confirm its high value .
In recent years , relationships between organizations and their publics have been the focal interest in PR research and practice . PR helps cement the relationship between customers and the organization and it is a two-way flow of value . This means that customers derive real value from the relationship which translates into value for the organization in the form of enhanced profitability and sustainability over a long period of time . The customer can be satisfied by an organization when : a good answer on a problem is available ; the customer feels that he is treated well and honestly ; and a close communication has been created between the professional and the client .
The world has come full circle from selling to marketing and from a seller ’ s market to a buyer ’ s market . The customer today has the option to buy what they think they should and from whom . Product development , technological improvements , cost optimization and excellent service facility are very important for any organization but their importance is only if the customer appreciates it .
Hence , every business begins and ends with the customer .
Service organizations are shifting their focus from “ transactional exchange ” to “ relational exchange ” for developing mutually satisfying relationship with customers . Customercentered organizations have a superior understanding of customers ’ needs and wants , and then translate them into the capability to give customers what they really need and want which relatively transforms into customer satisfaction as it is essential for corporate survival or existence .
Researchers of consumer behavior have noted that customers have advanced choice making process from a rational standpoint . This leading school of thought views consumers as being cognitive and , to some extent , emotional .
There is a rising need for organizations to ensure they promote the good relationship between them and their respective customers as satisfied customers form the foundation of any successful business because customer satisfaction leads to repeat purchase and brand loyalty .
Good customer service and good PR have never been more aligned . One of the quickest ways to understand an organization ’ s reputation is to look at its response to a consumer complaint . A company can spend millions on a brand reputation campaign , use highpowered PR agencies , and reap the benefits of CEO thought leadership , but if unhappy customers hit a brick wall instead of help , those investments may be squandered . In the age of social media , an unhappy customer has access to a digital megaphone to share their anger , and most are only too happy to use it .
As a brand , Uber - for instance - has inherent appeal , but it also suffered bad PR due to a slow response to emergency situations , insensitivity to customer complaints , and widely shared , if isolated , incidents of driver horror stories . Uber ’ s rating system goes a long way toward ensuring a good experience for customers , but it has drawbacks . The company also ran into some reputation roadblocks when it made the decision to outsource customer relations to “ centers of excellence ” outside the U . S . It was reported that about 500 customer service reps were let go , leading to a bumpy transition , not to mention resentment among those fired without notice . In 2016 , however , it seemed to steer things back onto a positive path .
Amazon has set the standard for customer commitment , giving rise to much debate and coverage of the “ amazonification ” of commerce . Although its customer service isn ’ t perfect , it ’ s nearly always innovative , and Amazon exerts an outsize influence by pushing others in retail to raise their own criteria . The true test for the future will be Amazon Go , and its widely promoted brick-and-mortar stores featuring the world ’ s most advanced technology - No lines , No checkout - just grab and go !
PR Fusion With Customer Service
So how can public relations and customer service work together ? One of the easiest ways to gel PR and guarantee customer satisfaction is to align the goals of public relations and customer service . You get what you incentivize . Too often , customer relations representatives have goals related to the volume of inquiries handled . Meanwhile , the PR team is working to earn positive media coverage or drive a perception of value . If customer relations are evaluated and incentivized instead by complaint resolution rates , and / or customer satisfaction survey scores , the teams will then be working toward similar goals .
Empowering customer relations representatives to quickly resolve or escalate ordinary complaints is also an effective measure . We have all had the delightful experience where a relatively minor complaint is met with a quick agreement to waive a penalty or credit a finance charge . For many situations , it ’ s worth it for companies to give customer service personnel the leeway to make quick decisions for minor matters . After all , what typically adds insult to injury is a lengthy wait where a complaint is escalated , or a non-response in the face of a legitimate problem .
An enlightened business recognizes that it is in its own interest to enhance customer satisfaction ; since an enhanced public image is more likely to be attractive to investors , employees , customers , regulators and suppliers - a Win-Win for everyone and for the business .
Irene Mbonge is the Group Head , Corporate Communication & Public Affairs at CPF Group . You can commune with her on this or related issues via mail at : Mbonge . Irene @ gmail . com .