Customer Satisfcation - are we really satisfied?

Recently when I had been to a medical store, I did not have the exact change of twenty rupees for the purchase. I gave a 100-rupee note for change. The shopkeeper reluctant to give the change, verified again with me if I possessed the exact change. I told him that I do not have the exact change. The shopkeeper possessed some change but was hesitating to give it me for such a small purchase. I enquired why does he not ask his neighboring shop for a change? That’s how most of the shopkeepers do. He was not interested. I could sense the disinterest in his tone and that really made me angry. He was ready to lose a customer, just because a customer was not making a hefty purchase at his store. When I asked him that, he couldn’t possibly find answer to tell me.

This is a small incident, which could have happened to most of us several times. We don’t take notice of it. But the principles of customer satisfaction are crushed each time it happens. A customer no matter how small a business he/she creates is still business and should be treated accordingly. A way of grading or rating customers and outwardly proclaiming it turns down several prospective customers as well. It’s said that each dissatisfied customer tells ten other customers about their experience. This is true and over a period of time, this could drastically bring down the reputation and market value of the store/business enterprise. But very few people realize this fact. Sometimes it is the organization as such ignores the importance of customer satisfaction and takes no measure to improve quality of their processes. In other case the employees are not properly trained or aware of customer satisfaction concepts. Which ever be the case it is the customer who is left out and not going to enjoy any pleasure.

We as customers have some basic requirements that need to be fulfilled. Just imagine an experience when a very polite help desk personnel listens to your complaints with a patient ear and do what’s required to solve your problem immediately. It delights us. Sometimes more than our problem being solved it is more delighting to find someone who is polite and can listen to your concern patiently. This is called as Customer delight. Exceeding beyond a customer’s expectation in service. But sadly this occurs very rarely. Most of the times we end up screaming to get our work done.

The area of customer satisfaction is highly ignored in some sectors. Though many firms are realizing its importance and started improving on their quality process in order to bring customer delight. Still there is a long way to go. Most of the people who work in the areas of customer interactions are still unaware of the true nature and responsibility of their job. They need to be properly educated and oriented towards this goal. They need to be aware of the importance of being polite, even while dealing with erratic customers. They need to realize each customer is different and have different individual needs. Their service should be such that they add a personal touch for each customer.

Understanding the ever changing requirements of customers and the will to serve them better each time and every time is essential for any organization to thrive in this highly competitive world. The organizations working towards bringing out customer delight will truly create a Win-Win situation for all.