This is the first in a weekly series of newsletters focused on how to practice Intentional Customer Satisfaction.  But before we start talking about the tools, we need to define Customer Satisfaction.  You’ve heard the phrase, “inspect what you expect”?  No difference with Customer Satisfaction…except one.  You won’t find the answer in your P&L.  It’s not in the stock room or in the customer service area.  You can’t ask your “best employee” and you can’t read a book to find out if you’ve got it.

You have to ask your customers.  And you have to do so in a way they feel like they are a part of the process.  Oh, there is one other thing.  Listen to what they are saying, and do something about it.

So what does Customer Satisfaction mean to you?  Actually, it doesn’t matter.  What matters is what it means to your customers.  And that’s why you must measure it.  It’s the only part of your business where they control the outcome.  You can shake hands, kiss babies, put on the barbecue and wow them with superior customer service, but if they don’t walk away smiling, happy and ready to tell their friends about your business, you missed.

Measuring Customer Satisfaction is a great way to get your employees motivated.  They don’t know who is going to be called this month, so they better be professional, courteous, friendly and helpful with everyone.  The reward is better customer retention, more referral business and being known as a business who is Intentional about Customer Satisfaction.

Today also marks the release of www.measuringup.net – a public consumer site that allows anyone the ability to rate their level of Customer Satisfaction on any company in America.   Each week, a blog is posted about the same topic as the Measuring Up Client Newsletter.  Check it out and see what we have to say to consumers.

Next Week: What Makes Someone An Expert In Customer Satisfaction?