If you picture an ideal customer as someone who pays all the dues on time every month, concisely communicates, and never requests customer support, then you might need a reality check.
In this article at Inc, Gene Hammett explains that on the surface, the above-mentioned scenario might look successful. However, in reality, these kind of customers are busy professionals, led by a supervisor who wants to have the latest technology but does not use it himself.
A Happy Customer
Happy customers do not always look at how the sellers visualize them. To ensure if your target consumers are actually making the most of your product, observe them. Here are some smart ways to do so:
- Session Frequency: There is a lean chance for someone using a product often in a day to abandon it. However, if the logins drop off abruptly, its a sign that you will lose the customer soon as his or her needs have changed. So, monitor the session frequency to work on changing needs of the customers while strategizing ways to maintain customer satisfaction.
- Session Duration: If a customer’s ideal logging in session was 30 minutes or more but it starts reducing all of a sudden, this means, either the customer is unhappy or has found a better substitute. Use customer onboarding tool ‘Userlane’ that measures and compares the ideal churned and retained customers. This will help you better understand the features of your product updates that can boost customer engagement.
- Net Promoter Score: It is one of the most critical customer success metrics for growth. NPS measures existing customers’ loyalty towards your product and how often they recommend it to their peers. The end users are then classified as promoters, neutral, or detractors. Set up a survey and gain sight over average NPS to adjust your product’s efficiency accordingly.
- Marketing Participation: The frequency of customer engagement with the marketing tells a lot about their keenness towards your product. In most industries, one in five recipients opens marketing emails, but this does not mean the other four are unhappy. However, you need to workout on improving the marketing campaigns to increase the engagement rate.
- Assess Recent Interactions: Encourage staff to observe and share if something seems ‘off’ with a customer. Follow up with the customer post an abrupt email or unexpected complaint. No wonder customers could be fickle and unpredictable, but data predicts accurate condition.
Click on the following link to read the original article: https://www.inc.com/gene-hammett/these-5-metrics-will-tell-you-if-a-customer-is-actually-satisfied.html