Overcoming barriers to customer satisfaction is critical, particularly since all companies are in one of two positions regarding customer satisfaction. They either improve customer satisfaction by integrating customer feedback into day to day operations, or they don’t.

Even though it is certainly important know what customers think, there are two primary reasons why companies may not pay all that much attention to customer needs and desires.

They don’t care

There are many reasons why a company may not care what customers think, but these reasons are often just variations on a single theme. Something else is more important than the customer.

Policy may be more important. This is very common in bureaucracies and is often easy to see in governments. And it is usually unwritten policy that is the problem. What is unwritten policy? It is general group agreement about what is important, or about how things are done.  Such agreement has never been officially recognised or written down. It exists as group agreement and can be established to the point where it has more force than written policy.

It could also be something as simple as not wanting to cause upset by passing on bad news. This is especially true with employees who are fearful of being blamed for customer dissatisfaction.

Overcoming barriers to customer satisfaction


Lack of communication

There are a number of different ways to cut communication lines with customers.  One of these is to lower the customer’s importance in the eyes of customer facing employees.  This can be done in a number of ways.  One way is to make internal actions within the company more important than external actions with customers.  The employee becomes more concerned with paperwork or pleasing the boss or any other internal action or operation.  This causes the employee to regard the customer as a distraction that gets in the way of doing what’s  “really important.”

Another way is to distance the customer from the company by unintentionally putting up barriers.  This can happen despite the best of intentions.  For example, adding a new automated phone system that offers the customer various options but doesn’t give the customer the option of bypassing the automation and connecting to an actual person.

Overcoming barriers to customer satisfaction


Keep customers as the top priority

So, keep the customer top priority and and maintain open and polite communication lines. Caring about the customer and staying in communication are the two best ways to overcome barriers to customer satisfaction.