Tips To Measure What Truly Matters To Your Business!!

Do you want happy customers?

Of course, you do. No business wants unhappy customers. But how does one know they’re happy? Repeat business isn’t necessarily a symbol of happiness, as proved by the concept of consumers as hostages (when customers don’t want to buy from you, but feel like they don’t have a choice.)

Is it, in fact, even possible to live happiness?

Every year the United Nations publishes its World Happiness Report, ranking the planet’s countries so as of the happiness of its citizens. (The happiest nation is Finland, for the fourth year running.)

Sounds like a troublesome gig, but the metrics employed by the UN are literally easy to know and clearly relate to how happy people are: anticipation , corruption, levels of anti-depressant use, and so on.

So what if we could do something similar with our customers, and make a marketing equivalent of the planet Happiness report back to determine how happy they're with our services?

1. Stop measuring the incorrect things

This would be distinct from, and hopefully more useful than, the normal indicators of success. Metrics like what percentage users visit your site, the conversion rate, and therefore the basket size are important but they’re missing something.

They can’t tell you ways the customer is feeling. Because they’re all about your business, not the customer.

Instead, we'd like to believe engagement and satisfaction. Both are much talked about and wanted but rarely measured properly or maybe understood that well. Even when a brand has a lively social media presence, making it easier to guage how engaged your audience is, marketers sometimes miss the purpose .

2. Engagement is about more than numbers

It’s often assumed that a high number of followers automatically means you’re doing something right and, while that’s not untrue, it doesn’t mean you’re engaging people. Or that they’re satisfied.

You might have 500,000 followers but if most of them aren’t liking, sharing or commenting then they’re not engaged. Conversely, if you've got 50,000 followers and half them are engaging, they’re worth more. If they're engaged, likelihood is that there's a minimum of some interest in what you are doing , which is half the battle won.

There is the question of assessing the emotions behind engagement. Assessing if people are happy features a problem because people are more likely to precise a negative sentiment than a positive one, so negativity tends to be over-represented.

Complaining a few bad experience seems easier than being complimentary a few good one. Complaining is an expression of frustration and a way of retaliating. But being nice? There’s not much in it for the customer.

3. Just ask what they’re thinking

The best way of encouraging regeneration is to only invite it – or rather, invite feedback. People need prompting to form the trouble but it doesn’t got to be complicated – long surveys are arduous and boring for the customer – so keep it to something simple, sort of a post-purchase SMS.

And while internet Promoter Score (NPS) is employed everywhere, in an age when how people interact with and recommend brand has changed significantly since its inception in 2013, perhaps its days are numbered. Better to use questions that are specifically tailored to your business and customers, and fewer hospitable interpretation than NPS’s scale of 1-10.

Using a Customer Satisfaction Score (CSAT) is common practice, but its success isn't almost checking out what a customer thinks. It’s about taking action if things aren’t right.

4. When things fail , fix them

If there’s something wrong, follow it up. “How did we do today” messages are ubiquitous but they’re worthless if the responses aren't followed up. Learning what a brand is doing wrong is as important as understanding what it’s doing right.

What makes someone happy is usually perceived as being subjective, and thus difficult to live . But when it involves customer experience, it’s not hard to figure out what makes people happy.

Good service, complaint resolution, solving problems – they’re all tons simpler to quantify than levels of corruption in society and anti-depressant use. If it’s possible to work which is that the happiest country on Earth, it’s possible to figure out if your customers are happy.

Interested?

Designate has consistently increased conversion rates for its clients by engaging the most sophisticated metrics and tools to acquire, engage, and convert target audiences across domains. Get in touch to know how we can boost your ROIs.

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