Michigan based international customer satisfaction firm ForeSee Results recently published its latest research that sparked off a new debate---should priority be given on customer satisfaction or on the profitability of the organization?
Just past the century’s worst recession, today’s organizations are torn between the choice over customer satisfaction and profitability. The most complex question that today’s organizations face is: whether priority should be given to customer satisfaction or profitability.
In its recent research ForeSee Results tends to resolve the debate. The expert customer satisfaction measurement and management firmly maintained that both are complementary and neither can truly exist in the long term, unless the other is taken care of with same level of importance.
The research went on to explain that a healthy bottom line gives the organizations power to go further in their efforts to serve clients well. When an organization is capable of keeping its clients happy, it can rest assured of the customer loyalty to its brand. Positive customer experience also leads to word of mouth publicity and that keeps companies thriving.
However, the research pointed out that right balance is essential. In order to achieve the right balance, businesses should get the actual picture about what keeps their clients happy and content. And to get the picture right, the companies need to utilize the effective metrics and measurements.
In its latest research ForeSee Results said that the real benefit of offering good customer service lies in the fact that it considerably helps in influencing the customers’ future behavior. To reach the conclusion, ForeSee Results reportedly surveyed 20,000 website visitors in Canada during April 2011.
The survey reportedly compared the behavior highly-satisfied clients---those registering at least 80 on a 100-point scale---with that of behaviors of less content visitors, with scores lower than 70. Researchers found that satisfied consumers were comparatively 70 per cent more likely to make online purchases and 133 per cent more likely to buy offline.
In a press release, the provider of customer satisfaction measurement informed that The Customer Insight and Analytics Exchange will be hosted from 13th - 14th July 2011 in London, UK. The full article will be available at the event website at www.customerinsightexchange.com.
In June last year, ForeSee Results made an interesting value addition to its product offering. The company announced the addition of a Social Media Value Calculation to its core product offering. The Social Media Value Calculation was designed to allowForeSee Results' clients to understand the impact of their social media marketing efforts on revenue.
Madhubanti Rudra is a contributing editor for TMCnet. To read more of her articles, please visit her columnist page.Edited by
Chris DiMarco
