Cool CRM
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 "Our Take"
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"Our Take"
"Our Take" is a collection of daily
vignettes covering a wide range of CRM topics. It's an attempt to add our own spin to the world of CRM. We will use the column to share our perspectives, opinions,
epiphanies, web nuggets, or quite frankly anything that moves us. Get ready to expect the unexpected. And, don't be shy about sharing your thoughts.
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4/27/07 - Is Satisfied Good Enough?
I received a one-page flyer in the mail this week that cited research suggesting "satisfied" customers could be in jeopardy. The results of the survey said that customers who described themselves as "completely satisfied" were six times more likely than those who were merely "satisfied" to buy again from the same company.
We are not talking 6% more likely. We are talking 6 times, or 600%, more likely. To drive to point home even more, we are not talking about the difference between happy and unhappy customers. We are talking about the difference between happy and very happy customers. We have used this column to talk about how customers may be satisfied but not loyal. In other words, you did a good job but they decided to go to your competition next time.
So what does this mean? For many organizations, this data should be a wake-up call. Don't be complacent. A 4 out of 5 on your customer satisfaction survey is not going to win loyalty. It is not going to win you the repeat business you are hoping for. Are you setting the customer satisfaction bar too low in your organization?
Gary Lemke, Publisher
(Share your thoughts)
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