24 June 2009 4 Comments

Best practices for brand’s client satisfaction 2

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals

brand-satisfactioncustomer-satisfactionGetting on well with the customers requires that brands constantly assess the relationships. Today, clients’ satisfaction is more than gathering data that are not meaningful. Client satisfaction measures the extent to which a client’s expectations for a good or service are met. Total customer satisfaction is key performance indicator that is crucial to brand’s success. Until brands focus on customers’ best interest and ensure beyond satisfaction level of service delivery that delivers value, the brand may be on its way to silent death.

We must remember that even before customers have encounter with the brands, they already have a notion about  the brand’s tangibles which deal with appearance of the brand’s physical facilities, personnel, communication, corporate reliability which deal with ability to perform as promised, dependably and accurately; responsiveness which deals with willingness to help clients to provide prompt service as well as  brand competence i.e  Possession of the required skills and knowledge to perform the service, courtesy Politeness, respect, consideration and friendliness of contact personnel, credibility in terms of trustworthiness, believability, honesty of the provider, communication, keeping customers informed in language they can understand and listening  to them. Having said these, it will be good to wrap up our discussion on the above by supporting the earlier made points with the followings.

1. Create a formal structure of clients’ dialogue: Communicating with the client must be done with finesse. A proper structure should be established. Sending nasty messages should be avoided by all means. I have personal experience here and my conclusion is that it does not worth it no matter the attitude the client put up.

2. Agree on metrics: It is expedient to also agree with the clients on how both parties are going to measure success of the dealings. Most clients do not want to put pen on paper but at the end they will argue that the brand is at fault. So set parametres from day one.

3. Ensure a clear understanding of the financial relationship: Models of financial commitment structures should be made clear from day one. The client has to know when to pay for the service and how much is to be paid. If this is not done, bitterness, argument may spoil the relationship.

4. Remember to always build-face- to face relationship: It makes the brands bond better than a thousand emails.

5. Always maintain offline conversation to strengthened the ties

6. Every brand ambassador should know and play their roles in client satisfaction.

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