Customer satisfaction and digital strategy : Total-Henkilöstöpalvelut Oy

Excellent service pays off because it creates true customers who will use the company’s services again and praise it to others. Customer satisfaction is the leading indicator for measuring customer loyalty, for identifying unhappy customers and for increasing revenue. It can also differentiate a company in a competitive business environment. The aim of this study was to measure a mid-sized recruitment company’s customer satisfaction in customer service, contact methods and digital services to give the management a clear view of the company’s customer satisfaction level and to identify the important development points. The data was collected by a web-based questionnaire survey which was sent to 156 customers from three cities via email. The customer satisfaction survey was based on SERVQUAL and NPS models and the gathered data was analyzed with descriptive statistic and content analysis. The results indicated that the overall level of customer satisfaction of the company is very high. 91 % of the respondents stated that they somewhat or fully agree that the company performs their service reliably. More than 78 % of the respondents stated that they somewhat or fully agree that the company serves their customers with knowledge, confidence and caring attention. 87 % of the respondents have been somewhat or very satisfied with their willingness to help customers and 56 % have been somewhat or very satisfied with their communication materials e.g. digital services. The findings suggest that the company has been successful in building trust and long-lasting customer relationships with their current customers. The main development areas should be the consistency of the customer service and the growth of digital presence towards gaining new customers through digital marketing. The recruitment business has a lot of competition and it is important to stand out from the competition. In the future the company should also continue to measure and monitor customer satisfaction regularly in order to develop their operations and succeed in the competitive business