by Mark Patron, CEO, RedEye International.

The goal of business is to satisfy customers but we often measure success by whether a system or product is functioning rather than if it is really working for customers. Customers pay our wages so we had better pay attention. Here are some thoughts to keep in mind when thinking how to improve customer satisfaction.

Leadership
It starts at the top so customer-centric management is key. Company reward systems and processes should follow.

Walk the talk
I will never forget seeing “think of yourself as a customer” in gold capital letters above every office door of MBNA. This is a very laudable approach, but it’s what you do about it that really counts.

If you only have a hammer then everything looks like a nail
We typically analyse data that is readily accessible. Often the variable that would explain what is really going on is something different or hidden underneath the cross tab being analysed. Your best guide for mining data is to think like a customer.

You can never ask too many questions
The more questions you ask, and the more specific those questions are, the more likely the finished article will fit your client’s needs. Never assume anything when it comes to client preferences. Benchmarking your competitors is the most cost effective research you can do. Your customers will be comparing you against your competition, so shouldn’t you? Your competitors have invested a lot of money testing what works. You can, within reason, copy this and save money. Too often we re-invent the wheel.

Test and learn
Testing should not consist of throwing everything against the wall and seeing what sticks. For better results screen and prioritise potential tests based on what will make your customers’ lives easier, not yours.

Segment
Different client groups have different needs. Understand those segments and needs and you can dominate those niches profitably. Nintendo and Tesco do this well.

Boring offers
Sell the benefits not just the product. Offers should also have emotional appeal. Sell the holiday not just the loan.

Content is king
Forrester researched why people return to web sites. The four most important factors were high-quality content, ease of use, quick page downloads and frequent updates. Coupons, incentives and gratuitous animation hardly figured.
Think like an online user
You only get one chance to make a good first impression. Good design helps. Your site’s purpose should be clearly stated on the homepage. As soon as visitors arrive, they need to know what you can help with.

Understand your users
User needs analysis will identify who your users are, what they are likely to use the site for and whether they are able to achieve their goals. You can then use this information to make your website more engaging for the user.

Clear consistent navigation
Show your visitors where they are, and give them a clear idea of where they can go. A rule of thumb is to make sure your navigation gets people to where they want to go in three clicks or fewer. Consider doing a card sorting exercise with users to improve how your information is structured and labelled. This involves asking consumers to sort potential navigation terms into meaningful groups.

Consistent page lay-out
Most users scan pages rather than read them. Provide an obvious visual hierarchy and clear milestones.

KISS
Make the purchase process as simple as possible. Forms are a common source of confusion. Anything that causes confusion can cause users to exit.

Usability test your site
Even informal tests with a few ‘customers’ will reveal difficulties you probably did not predict.

Web analytics is a very powerful tool but can also be dangerous
Many sites become tuned to their regular users because that’s where the web analytics data leads. This can alienate new users. The best way to avoid this downward spiral is to think about the different users a site might have and the different way each user group will behave.
In conclusion, history is littered with leading companies who were overtaken by more customer focused competitors such as Apple. Thinking like a customer is not difficult. If something irritates you, it’s going to irritate your customer. And in the end if you don’t delight your customers someone else will.