 Customer
Satisfaction is a Rearview Mirror
What
is the difference between customer satisfaction and
customer loyalty? One package delivery company uses a regular survey to
measure customer satisfaction: shipping volume (increasing,
decreasing or stable), error rate (packages lost, damaged
or delayed), and customer rating (happy, neutral or
upset).
While these indicators provide a valid snapshot of performance
and customer opinion, they are lagging rather than leading,
like looking in the rearview mirror.
The difference between customer satisfaction and customer
loyalty is illustrated by these future-facing indicators
now being used by the delivery company:
1. Future business:
How strong is your customer’s intention and
commitment to do business with you in the future? (Absolutely
– Maybe – Definitely not)
2. Positive word-of-mouth:
How vigorously do customers praise and recommend you
to others? (Enthusiastic referrals – Make no effort
– Tell others to stay away)
3. Constructive
feedback: Do your customers help you upgrade your
service and improve your organization? (Give you lots
of ideas and inputs – Keep quiet, even when things
go wrong – Tells the competition about your weakness)
Key Learning Point
Measuring customer
satisfaction is important, but the future lies before
you, not behind.
Action Steps
Measure your customer's
loyalty, not just their current satisfaction. Use leading
questions to fathom their intentions about the future.
Next Article in Customer Service Measurements >>
Track Each Complaint Until Your Customer Comes Back
First Article in Customer Service Mindset >>
Leave This Place Better Than You Found It
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Ron Kaufman is an internationally acclaimed customer service training educator for quality service.
He is author of the bestselling series "UP Your Service!" and founder of
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