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How Can Customer Satisfaction Be Used As a Marketing Tool in an E-Business?

14.3 Customer Satisfaction

❶Businesses can use customer satisfaction surveys to receive feedback from customers and then use the feedback to try to improve customer satisfaction.

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So the purpose of marketing centres very much upon creation of value and a long-term customer relationship. Customer satisfaction is a central concept to this proposal. A marketing company aims to set a level of expectation at which customers are satisfied that value is delivered through an exchange process.

Be careful not to set your satisfaction level too low because your customers will go to competitors. So the aim is to satisfy customers so that they come back and buy it again. This is fundamental to relationship marketing and customer relationship management. Companies today have strategies for recruiting, retaining and extending products and services to customers in order to develop customer loyalty and to retain customers for the long-term.

Essentially we are looking at long-term customer relationship management, and relationship marketing. Companies may have in the past looked at satisfying the needs of large target groups or segments, today they look more at marketing to profitable individuals whom they aim to retain for as long as possible.

Reflect for a moment and think of an example of when you were dissatisfied with the product or service. Why were you dissatisfied? Then think of an occasion when you are entirely satisfied or in fact delighted with a product or service. Why were you satisfied? Customer confidence is what brings consumers back to your product and ensures long-term success. Underestimating the power of customer word of mouth is detrimental to your success. Consumers like to talk, whether they are talking about a product they enjoyed or a product that left them wanting.

Word of mouth has a snowball effect, particularly in an age when fast worldwide communication is common. Your company can't afford not to consider how quickly its product and reputation can be badmouthed or blacklisted. This is why marketing a product honestly and with integrity is important. Considering customer needs during the development and promotion of a product is not the only way to emphasize customer needs.

Customer considerations after the product has been marketed are important as well. Customer service and interaction with the consumer after the product has been sold not only build strong relationships with the consumer but offer companies valuable information that will help to design more effective marketing efforts in the future. Skip to main content. Psychological Considerations The psychological makeup of consumers plays a crucial role in developing a product and a marketing campaign that identifies and addresses consumer needs.

Marketing Considerations Some of the considerations to take into account when marketing to your customers are honesty, integrity and clarity. Word of Mouth Underestimating the power of customer word of mouth is detrimental to your success. Customer Service Considering customer needs during the development and promotion of a product is not the only way to emphasize customer needs.

Accessed 14 September

What Is Customer Satisfaction?

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If customer satisfaction can be defined as the feeling a person experiences when an offering meets his or her expectations, then there are two critical ways to improve customer satisfaction. The first is to establish appropriate expectations in the minds of customers.

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Customer feedback can show you the types of marketing efforts that are working and the areas of your business and marketing you need to improve to increase customer satisfaction. Small e-business owners solicit feedback in a variety of ways including email, surveys, .

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Customer satisfaction is a central concept to this proposal. A marketing company aims to set a level of expectation at which customers are satisfied that value is delivered through an exchange process. Customer satisfaction can help your business to achieve a sustainable competitive advantage. It’s about understanding the way a customer feels after purchasing a product or service and, in particular, whether or not that product or service met the customer’s expectations.

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Customer satisfaction plays a HUGE role in the success (or failure) of your marketing campaign. Customer satisfaction plays a huge role in customer retention. Imagine the frustration of the people who left the message scrawled in ketchup on the table above. Customer satisfaction helps your business achieve business success and a competitive edge over competitors. Satisfied customers are loyal customers and often provide repeat business, referrals and word-of-mouth advertising.