Your customers’ level of satisfaction is based on how they feel about these four questions:
1. Am I achieving the results I expected?
2. Is the product or service performing as expected?
3. Did I pay a fair price?
4. Does the way I’m treated by your support people make me feel important?
The first three questions reflect tangible results the customer is expecting from their purchase. The last is more intangible and reflects how well you’re doing with post-sales support.
If the customer feels confident that the answer to each question is “Yes,” then you’ve achieved customer satisfaction (at least for now). But be forewarned: Satisfied customers may not stay that way. Most people are satisfied with a new car for several years… until they start noticing newer models on the road with better designs and innovative features. Or perhaps until their life circumstances change and their current car is too small, or too big, or doesn’t perform well in different conditions.
The same thing happens with your customers. Their immediate goal after the sale is achieving satisfaction with that purchase. But their satisfaction will change as their business changes or they become aware of new alternatives. If you stay in-touch with that customer and keep track of changes, you will find opportunities for additional sales.
