Satisfaction Surveys Mask Customers' Reasons for Defecting

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Customer experience and customer satisfaction are not the thesame ting. In fact, one offers misleading conclusions very nearly the other.

I look it every the time -- companies using the terms "customer experience" and "customer satisfaction" as if they are synonymous. They are not! The former is based upon emotion that is derived from a process. The latter is based on an result at a particular moment in time.

Study after testing has shown that more than three-quarters of customers adjudicate themselves as physical satisfied in the same way as their vendors just before they anomaly to others. Shaun Smith and Joe Wheeler suggest in their photo album "Managing the Customer Experience" that the number is as tall as 80 percent. nevertheless marketers continue to use satisfaction ratings once gauging how without difficulty their companies are interacting with their customers.

What baffles me is the deficiency of confession for the obvious. Even if high satisfaction ratings did equate to meaningful and memorable customers experiences (when viewed from the customers' points of view), they realize tiny to predict the probability of satisfied customers initiating distinct word-of-mouth.

Look at it this way. If you were to be surveyed after going to an average restaurant and having a decent dinner, you extremely well may say that you were satisfied. But how likely would you be to go home, call a few connections and suggest to them that they should as well as go to the average restaurant and have a decent meal? Not very. However, if you had a great become old and exceptional food, you would be much more likely to say others about your experience and recommend that they visit that restaurant.

The extra drawback as soon as satisfaction surveys is that each individual survey is based upon the customer's particular expectations. Let's take in hand incite to that restaurant. If you had heard good things very nearly it and the food turned out to be mediocre, your satisfaction rating might be rather low. However, let's tell you heard uninspired things but subsequently found that your become old there was better than you had anticipated. Odds are that your satisfaction rating would be higher. every this indicates, however, is that the restaurant jumped innovative than the low bar that you had set for it. That is one of the major flaws when satisfaction ratings, you just don't know how high (or how low) individuals set their bars.

This brings us to customer experience and how it effectively differs from customer satisfaction. The customer experience considers the customers' emotions that are the lecture to results of their interactions subsequent to companies. The object of questions in such surveys improve whether or not the customer believes that the company has the customer's combination in mind or if the customers tone that they are just a means for the company to create money. The ironic aspect of this is that, because companies consequently readily resort to satisfaction surveys, they pull off not accomplish how their customers actually air about them. The results of a recent survey by Bain & Company backs this theory. It indicates that eighty percent of companies agree to they refer a far ahead customer experience, but unaccompanied eight percent of their customers take over afterward that sentiment. Eye-opening, isn't it?

If you are conducting satisfaction surveys, I strongly suggest that you ask your customers not quite their experiences instead. Your overall ratings may not be as tall as they were when you were asking more or less satisfaction, but the results more well reflect where you are and how far away you have to go to attain your goals.

Article Tags: Satisfaction Surveys, Customer Experience, Satisfaction Ratings