"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.
12/1/05 - Customer Satisfaction v Net Promoter Scores
"What about customer satisfaction surveys?" That is what many of you wrote in response to my thoughts on the Net Promoter (NP) metrics. Let me use today's column to share why I think they are totally different.
NP scores tell you more about how well you are doing in the eyes of your customer. Many organizations post exemplary customer sat figures only to find those "satisfied" customers would not be a reference nor make an unsolicited referral. Even more striking is that many “satisfied” customers might not ever make another purchase. The key point is that satisfied customers are not always retained or loyal customers. Big difference here.
So when an organization touts their customer satisfaction score, challenge them by asking about their Net Promoter score as well as their customer retention rate. Those two factors tell more about the health of the company and the value of their products and services.
Gary Lemke, Publisher
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