Regular readers of this column know the emphasis we put on customer satisfaction. In the end, we believe that satisfying customers is the only way to build a long-term profitable and sustainable business.

Statistics prove it. One study (see box) shows the relationship between improving customer satisfaction and change in shareholder value over a five-year period.

The fact is that companies do not want to spend money on improving customer satisfaction unless they are convinced it will drive profits. And unless a company is 100 per cent committed to improving customer satisfaction, nothing will happen.

Let's first examine the correlation between satisfaction and profits.

l Higher satisfaction brings higher loyalty, and loyal customers are more profitable customers. It is more expensive to get new customers than it is to retain current ones.

l Consumers will pay higher prices for companies they perceive as being strong in customer satisfaction. Toyota can charge more than other car companies because people know the company cares about its customers and consequently its products.

l A satisfied customer spreads the word about a company, telling his or her friends all about it. Google and Starbucks grew without any advertising - through word of mouth only.

The quickest way to destroy customer loyalty is by over-promising and under-delivering. How many times have you as a customer been fooled into buying something by extravagant claims, only to find out the product did not perform as advertised? This is sometimes a result of people wanting to avoid conflict by telling the customer only what they want to hear. This must be avoided at all costs.

The better way to do things is to empower employees. Give employees autonomy. Let employees approach customers not as employees, but as entrepreneurs. Give employees goals, but let them work with their customers to find the best way to execute and achieve those targets. Let your front-line salesmen, the people who are in daily contact with your customers, figure out how to change things to positively impact how those customers will feel about your product.

Trust your employees. They will make the right decision - if you have the right employee. Hire people who have a customer-oriented mind-set, a great personality in addition to technical skills, people who are creative and think outside the box, and are interested in the long-term success of the company.

So let's summarise how to Get Satisfaction:

l Believe that improving customer satisfaction will increase profits.

l Hire people with the right customer-oriented skills.

l Give them the opportunity to prove it.

Lastly, listen, truly listen, to your customer. Don't just hear the good, search out and pay attention to the bad. Understand your customers' needs. Quantify them. Reduce the negatives. Accentuate the positives.

Customer satisfaction must become an integral part of the company culture. Top management must completely believe in the goal of improving customer satisfaction and must communicate that strongly and convincingly to their employees.

Financial resources must be dedicated to achieving improvements in customer satisfaction.

And it must be accepted that this is a road that never ends. Complacency cannot be accepted. No customer is ever completely satisfied. The game is never over.

What did the Rolling Stones sing in that song from 1965?:

"When I'm drivin' in my car

And a man comes on the radio

He's telling me more and more

About some useless information

Supposed to fire my imagination

I CAN'T GET NO ... SATISFACTION!"

Make your information useful and your customers will shout, "I can get some satisfaction!"

Eric Rosenkranz's company e.three (www.ethree-asia.com) helps companies achieve customer satisfaction. He can be contacted at (02) 343 1623 or er@ethree-asia.com.