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Glossary of Marketing Terms

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Customer Dissatisfaction

Customer dissatisfaction refers to certain negative experiences and disappointed behavior by the customer with the product or service. When the promises and expectations are not met by the company, a gap in experiences can lead to customer dissatisfaction.

It is crucial to understand the causes of customer dissatisfaction and resolve them effectively to retain the customers and switch the experiences in a positive manner. That is the reason feedback plays a vital role in customer experiences towards the organization.

What is customer dissatisfaction?

Customer dissatisfaction is defined as a state in which the customer is disappointed or unhappy with the product and services which are being provided by the organization, the promises which were made turned false, poor quality, and inadequate customer service.

It is necessary to address the customer promptly and effectively to retain the loyalty of the customer towards the organization and a positive word of mouth.

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What are the causes of customer dissatisfaction?

Some of the common factors of customer dissatisfaction are aligned below:

  1. Quality of product and services
  2. Lack of customization
  3. Difficult to communicate
  4. Pricing issues
  5. Poor after-sales services
  6. Profit-oriented rather than customer-centric
  • ‍Quality of product and services: Customers would create a negative impression if the expectations about the quality of the product were not performed as promised. And for the services, the errors and being rude towards the customer can definitely create a negative impact.‍
  • Lack of customization: Customers like to get customized and tailored solutions. And if a company fails to meet up with the customers' needs, it results in dissatisfaction.
  • ‍Difficult to communicate: when the product or service providers are unapproachable for the complaints can also create a negative impression of the company.‍
  • Pricing issues: Transparency and fair pricing are the most important to maintain a customer's trust. Pricing discrepancies and extra charges can lead to customer dissatisfaction.‍
  • Poor after-sales services: After the purchase, customers expect constant support from the company for assistance right after the purchase. If the company fails to provide after-sales services, it can lead to dissatisfaction and negative word of mouth.‍
  • Profit-oriented rather than customer-centric: When the company does not believe in customers' opinions and is focusing on creating profits for the company may cause dissatisfaction among the customers.

How to handle customer dissatisfaction?

Handling customer dissatisfaction is essential to switch the experience of the customers and maintain customer satisfaction. Some steps are listed below:

  1. Listen to the customer
  2. Apologize
  3. Get insight into the issue
  4. Resolve the issue actively
  5. Empower your staff
  6. Transparent communication
  7. Follow-up‍
  • ‍Listen to the customer: Giving full attention to the customer and listening is the key to understanding the experiences and being empathetic towards the customer.‍
  • Apologize: Apologize to the customer for the negative experiences, irrespective of who was at fault. The company should take responsibility for the situation.‍
  • Get Insight into the issue: Gather information related to the customer's complaint and refer to specific questions to understand the concern.‍
  • Resolve the issue actively: Offering a solution to the customer would help them resolve the issue, as immediate action would help them to change the customer's perspective. Also, communicating the steps being taken and the time taken to resolve.‍
  • Empower your staff: Providing equipment and tools to resolve the customer's problem would be helpful. Trusting the employees to make certain decisions and providing them with training and mentoring.‍
  • Transparent communication: Updating the customers through the process, which includes time is taken and further steps which would be included in resolving the problem.‍
  • Follow-up: After the problem has been resolved, follow up with the customer to take feedback about the service provided and try to build back the relationship and trust.

What is customer satisfaction and dissatisfaction?

Customer satisfaction refers to the positive customer experience with contentment, which results in proper communication, paying attention to the customers, and comprehending their needs, preferences, and product expectations. This helps to create an accurate brand image and allows the customer to stay loyal to the brand.

On the other hand, Customer dissatisfaction can be stated as negative, disappointed experiences by the customer when the promises are not met, and they seem to encounter problems with the product and services, which includes poor communication, quality issues, or any other such feature. Dissatisfied customers tend to seek other alternatives.

How to prevent customer dissatisfaction?

Ways to prevent customer dissatisfaction are as follows:

  1. Pay attention to customer feedback
  2. Foresee and resolve problems proactively
  3. Effective communication
  4. Positive customer relationship
  5. Outstanding product quality and services
  6. Establish attainable expectations
  • ‍Pay attention to customer feedback: Customer's feedback helps in critical aspects such as suggestions and concerns related to the product and services. Paying attention to it can increase the effectiveness of the company and be proactive.‍
  • Foresee and resolve problems proactively: Gaining insights and the issues that the customer may be facing during the purchase process can potentially be identified and actively measure and monitor the issue and minimize or resolve it.‍
  • Effective communication: Keeping clear communication with the customers and updating them about changes or delays which can be experienced.‍
  • Positive customer relationship: Building a positive relationship with the customers can help the customers to stay loyal to the company and create a long-term relationship, which is only possible by providing satisfied services and frequent interaction with the customers.‍
  • Outstanding product quality and services: Ensuring that the customer is provided with the best quality product and services which can meet the customer's expectations and needs.‍
  • Establish Attainable Expectations: Offering more than can be delivered and then underdelivering can cause dissatisfaction. Companies should be genuine and clear about their product and services to the customers.

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