Research shows that companies need more than just satisfied customers. They
need loyal, passionate customers that will actively and wholeheartedly
recommend the company and its products and services to friends and family. This
means that companies must offer customers something special that makes them
feel recognised, important and that there is a bond between them and the
company. Without this bond the customer is free to shop elsewhere.
Of course generating a high-energy business environment that has the potential
to create truly loyal customers can only occur where there are highly motivated
and loyal employees and leaders. Richard Branson is famous for saying that to
him the employee is number one and the customer number two for this very
reason. Quanta’s systemic approach therefore focuses on generating loyal and
satisfied customers through the actions of high-energy leaders and their
employees.
At Quanta we see customer satisfaction as the product of both hygiene and
motivating factors. For example the quality, range and price of products may be
no more than hygiene factors – they may satisfy the customer’s need for a
specific item, but they may generate little or no loyalty towards the company.
The motivating factors however are the ones that generate loyalty and long-term
business growth. These are more complex and elusive however, and perhaps
largely because of this, are often ignored by organisations. Of course it is
easier to focus on real things like quality and price than the complexity of
building a real relationship with a customer. However the harsh reality in our
emerging global village is that companies that ignore the deeper motivating
factors, do so at their peril.
Quanta recommends that all clients measure their level of customer satisfaction
and loyalty on a regular basis and link these measurements directly to all
leadership initiatives. As part of the Quanta service we customise practical
customer satisfaction instruments for clients, generate regular reports, and
recommend specific leadership actions that will increase customer satisfaction
and loyalty in the organisation’s customer base.
