A Unique Way to Create Satisfied Customers

June 21, 2018

When customers purchase from a business – any type of business – they seek benefits and solutions to problems. They want satisfaction from the money they spend. If they cannot find satisfaction, benefits, and solutions from one business, they will seek these same things from another business.

Create Satisfied Customers

If a business wants to keep satisfied customers, then it must also decide how to handle the dissatisfied customer. This can be accomplished with a unique tactic known as a creative license. 

A creative license gives employees the authorization to do whatever it takes within reason to satisfy a customer. When employees working for a business are given a creative license, they then have the ability to ensure that customers are satisfied as much as possible.

Satisfied customers are vitally important to any business as long-term sustainable growth depends on a combination of loyal customers repeating their buying experience and new customers ready to test their satisfaction level with a business. When new customers are satisfied, they are ready to repeat their buying experience, and they then become loyal customers. On the flip side, when customers are disappointed and unsatisfied, they will seek an alternative source for their next purchase rather than repeating an unpleasant buying experience. This holds true for any type of business – retail, service, manufacturing, or even professional practices.

Whose Responsibility Is Customer Satisfaction?

In order to ensure customer satisfaction, it should be every employee's responsibility to work toward this goal. Some might ask, “Is it everyone's job to do this?” Well, it should be. Every employee, regardless of position, should be a salesperson and advocate for the business. If the philosophy of the business is to ensure complete customer satisfaction all the time, then every employee must do his or her part to accomplish this goal. Every employee of every business needs to understand and remember that without customers there is no business, and when there is no business, there are no jobs!

What Is a Creative License?

A creative license authorizes each individual employee who encounters a customer who is not completely satisfied for any reason the ability to do what is necessary to turn that dissatisfied customer into a satisfied customer. This means that an employee is not confined only to the boundaries of his or her own department but can step outside their own areas of responsibility when encountering a dissatisfied customer and do what is necessary to change that customer into a satisfied customer. This is a practice of ensuring a “customer first” philosophy. 

A few examples might be:  

•    A discount
•    A gift certificate
•    A complimentary lunch or dinner
•    A previous sale price honored
•    A small gift delivered
•    An expedited shipment at no cost
•    A sale transaction picked up by the company

Ideas are endless...that's why it's called a "creative license." Based on the business, the industry, and the customer base, businesses can be creative when thinking what employees can do to practice a "customer first" philosophy. 

Be Transformative

Perhaps, a business’ competition practices the “customer first” philosophy but probably not since for many businesses this is not a high priority item. Understanding the importance of total customer satisfaction on long-term growth and success and giving employees a “creative license” to ensure customer satisfaction when dealing with customers can transform an ordinary business into a growth business. A great way to beat the competition is with a renewed philosophy of satisfying not just one customer or a business’ largest customer but all customers all the time.