The first customer complaint recorded in human history was BC. It is claimed to date back to 1750; on the plate, it shows that the customer is not satisfied with the quality of the product, the delay in its delivery and the seller's failure to take their word. Although the expectations vary over time, the main criteria for customer satisfaction are the same as seen. 3,500 years after this complaint, in 1852, Marshall Field used the famous phrase "The customer is always right" in his store, showing that companies must act responsibly and wisely towards their customers. Robert Bosch concluded this by saying, “I would rather lose money than lose people's trust”.
Today, corporate companies that are in close relationship with their customers are very aware of how important customer satisfaction is for the success and continuity of the organization. Because the customers are stronger than ever in choosing the product and service, and their awareness is very high thanks to the alternative communication channels brought by technology. For this reason, the widespread use of customer-centered corporate policies, taking customers' requests and suggestions at the center of the services provided bring customer satisfaction and friendly customer concepts to the fore. The concept of customer satisfaction has become so important that it is undoubtedly the most important criterion in measuring the preferability and reputation of all businesses, especially in the retail, accommodation, food and beverage sector.
With the internet becoming an important part of our lives, the increase in the number of social media users, the people's activities, the places they go, the food they eat and all their experiences, the fact that hundreds, perhaps thousands of people follow each other has turned today's world into a more unlimited living space than before. The customer can now make a very comfortable choice based on product service level, prices and comparisons with a small research on the internet. Without knowing any boundaries, people are pleased and praised about the things they like and share it with their followers, while it is an act of reputation enhancing, as well as bad and negative sharing about the events they are not satisfied, disliked and negatively experienced, creating a situation that is not preferred and degrading, especially for companies that receive services In the final analysis, it poses a major threat to lost revenue and business sustainability.
In the world of tweets, share, like / dislike, and emoji, responding quickly and accurately to customer demand is no longer an option, but a mandatory action. Customers are now voicing their demands and expectations through different channels and in a polyphonic way. If you do not hear the voice of the customer, if you do not understand your customers' demands and expectations correctly and show a satisfactory approach, your competitors will definitely do this and your customers who do not meet their expectations will no longer return.
Especially corporate companies make great efforts in order to be one step ahead of the competition in this environment where customer expectations have increased, but are these efforts sufficient or what makes the difference? Because, if the resources are sufficient in financial terms, products and services, technological developments and other applications can be imitated by rival enterprises in a short time and this situation creates the risk of not maintaining its competitive advantage in the long term, the difference is the level of customer relations and the continuity of customer satisfaction. It is also very difficult to imitate as it is the human resource that makes the main difference in monitoring and implementing customer relations.
For example, a bank employing a relevant, knowledgeable and reliable individual or corporate portfolio manager in the financial sector that offers the same products and services is often not abandoned by its customers unless there is a huge scissors in pricing. Because the relationship of trust has been established, the customer knows that even in volatile market conditions, the service expectation will be met, they will not sail to different seas again due to small gains.
It is also clear that employee satisfaction and customer satisfaction are directly correlated with high levels. Although the subject of employee satisfaction is the subject of a separate article that needs to be analyzed in detail, it is worth mentioning a little because it has a great positive or negative effect on customer satisfaction in terms of cause and effect relationship. It would be a great miracle if an employee who cannot receive his / her salary regularly, who is not respected within the organization, who is not treated fairly in the process of promotions and salary increases, and who does not contribute to his / her education and development, can provide customer satisfaction and customer expectations. Undoubtedly, "Chronic unhappy employees" are among the biggest risks to companies' efforts to "customer satisfaction and customer loyalty". As long as these unhappinesses are not resolved with correct human resources policies, this situation causes customer loss and thus loss of income, and has an impact on the sustainability of institutions.