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Customer satisfaction scores don't predict loyalty. A 2006 Cooperative Difference survey found that 65-80% of customers who left were still satisfied. High satisfaction percentages mean almost nothing unless customers have no other options.
Customer satisfaction scores don't predict loyalty. A 2006 Cooperative Difference survey found that 65-80% of customers who left were still satisfied. High satisfaction percentages mean almost nothing unless customers have no other options.
Look at your own data and the information from the 2006 Cooperative Difference and remember satisfaction is not the same thing as loyalty. That survey and many other surveys that I see companies do focus on satisfaction. They measure very satisfied, satisfied, somewhat satisfied, and very dissatisfied. Okay. But all that is is degrees of satisfaction. Here's an interesting fact. 65% to 80% of customers who leave a business claim on their way out the door that they were satisfied. 65% to 80% of customers who leave a business, stop doing business with a company, claim Claim they were satisfied. Clearly, they weren't. So let's get over ourselves when we look at our satisfaction surveys and quote: "84% of our consumers are satisfied or very satisfied with their service," because if they had a choice, many of them might make a different one. Satisfaction isn't going to cut it unless you want to just use monopoly power for as long as you can get away with it.
