Customer is a King! This era is consumer-driven. Listening to what your customer wants then customising your products/strategies is very important to create customer satisfaction, and further loyalty. Also, this is how to prevent customer dissatisfaction broadly.

With increasing competition, your target audience has a lot of options to choose from hence you can not afford to dissatisfy them. Customer’s dissatisfaction happens when there is a gap between the expectation of an experience provided by the organisation.

Tips on how to prevent customer dissatisfaction – 5 communication gaps that one which you should keep in mind.

Promotional gap

Is a difference between services promised and services provided. So you shouldn’t over-promise anything just to attract your target audience. Promote/advertise only what you can deliver.

The understanding gap 

This is an inadequate understanding of customers needs and priorities by the organisation. In this digital world, every brand should use data to gather insights into your target audience.

Procedure gap

In this gap, customers expectations are not translated into appropriate operating systems for example if the customer has to wait for long, may leave them dissatisfied or if the process to get access to the product/service is complicated then you will lose out on your target audience.

Behavioural gap

The service provided by a brand is different from the promised service. Especially in the service sector, the behaviour of the staff is important in assuring customer satisfaction.

Perception gap

In this gap, the level of service perceived by the customer differs from the service actually provided. It is essential to know that what customer perceives is a reality as their purchasing decisions are based on this. There is a difference between what business thought it is providing and what customers believe they have received.

So every brand should work toward reducing this gap and work towards having a Happy Customers!

Related article: 10 Tips to Avoid Becoming a Bad Customer Servicing Person

This blog is a part of insights on Public Relations shared by SCoRe. Know more about what we do to spread PR Knowledge: www.scoreindia.org