The Marketing of Satisfaction

You want to satisfiy the customer with your marketing. If you look at customer satisfaction from the view point of the customer, you will instantly see that each and every one is unique and has different kinds of desires to be fulfilled. It is the comprehensive fulfilling of desires that they want and are willing to pay extra for. If they believe that you will do whatever it takes, within reason, to accomplish this, they will not only return for more, but, will tell all their friends!

So, it behooves us to realize that we are not selling “boxes”, but, are fulfilling a desire. Once we get into that mode of attitude, we can then act accordingly and the chances of unhappy customers becomes almost nil.

You need to know what they really want to be enabled to satisfy them. So, you need to ask them what they want. A few questions, a survey form, a “happy call” or, whatever applies to your business situation are necessary to improve customer satisfaction and thus improve your profits.

As stated before, people will pay more in order to get more, so, you need to know what they really want in order to be able to deliver it. It is not enough to know, from a survey, what most people want, you need to find a way to determine what any customer wants in order to satisfy him.

Understanding that at times you will not be able to accomplish this, it then becomes a management duty to determine how far you can go to unravel the desires of a customer and to what extent you can afford to fulfill them. Also understand that at times, because of going the extra mile to please them, you will probably not make as much profit on those situation as you expected, look at it as marketing/advertising costs, because that is what it is. If done right, it is some of the best marketing you can do.

When you satisfy the customer’s unique needs, you will eliminate any chance of the competition taking away any of your hard-earned customers, and, you will increase your odds of getting them in the first place. Resources follow results!

Don’t you leave bigger tips in restaurants to waiters who went the extra mile? Go out of your way to provide extra satisfaction and watch what happens.

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