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  News August 4, 2003   
Consumers want satisfaction
Danielle Veldre
 
A STUDY into emotional responses consumers have to brands has shown companies need to completely satisfy their customers in order to engender trust and loyalty.

The study was conducted for the Society of Consumer Affairs Professionals (SOCAP) by Evalue and Psychologica, and surveyed around 4,000 Australian consumers about their level of satisfaction with major companies.

The implications of the survey results showed that emotions play a significant role in a consumer’s interaction with a company, and successful companies must have a deep understanding of its customers.

The key findings showed that companies should understand the gap between expectations and reality, reduce negative surprises, actively encourage consumer contact and do it correctly the first time, because customers don’t experience a honeymoon period when dealing with companies.

It also found that organisations need to build trust to be successful, to do that it is not enough to just satisfy their customers, but to completely satisfy them.

The study said: “Organisations that make the effort to build an understanding of customer emotions into their customer experience strategy will take an unassailable lead in building competitive advantage”.

4 August 2003

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