Home > CEM, CRM, customer engagement, customer experience, Customer service > Customer satisfaction is history – experience is the future

Customer satisfaction is history – experience is the future

Most customer satisfaction data should be put in a folder, tucked away on a shelf and forgotten about. It is a fairly unreliable measure of how some customers responded to what you did some time ago.

In fact most senior managers already know this and find the real use for this data is in internal politics and self justification. It is used to show what a good/poor job someone is doing, it is used to justify investment/disinvestment and it is used to convince judges you should win awards.

But as an operational measure it is fairly useless. It gives no indication of how the customer will respond to their experience, satisfactory or otherwise: there is no guarantee that a satisfied customer will come back, spend more or recommend your business. Frequently there is little information as to what caused that satisfaction so as a means of feedback to update processes it is unreliable. And again that history issue comes in – you are making decisions now for the future about things they may have happened in the distant past.

Much better to make planning decisions on what you think the customer will do. And that needs contemporaneous research and outcome assessment. Net Promoter Score (NPS) makes a start on this but doesn’t go far enough.

The best use for satisfaction surveys is to respond to poor feedback quickly and directly to the customer. You can always read the good ones when you’re retired and want to relive the glory days

I wrote this as part of a great discussion in a LinkedIn Group. You can read it here: What do you do with your Customer Satisfaction results?

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