Customer satisfaction: Don't bank on it!

摘要

MARK GREGORY argues that 'customer satisfaction' is a misleading business measurement and proposes another approach known as Net Promoter Scoring. Put representatives from all the car brands into a room and ask them to agree on a single question that could be used for measuring how well their dealers serve their customers. I bet they couldn't. Typically, Brand A measures 'satisfaction', Brand B 'delight', while Brand C rates whether the customer experience was seen as 'outstanding' or not, and so on. This confusion distracts attention from what's really important - winning and retaining profitable customers who then convey their good experiences about your business to friends and acquaintances by word of mouth.