Why High Satisfaction Scores May Actually Spell "Danger" For your company
A national telecommunications company recently tracked the buying habits of self-described satisfied business customers, to help better understand how they might transact in the future. The results were startling; these "Satisfied" customers didn't purchase more, or do so more often, than other customers. In fact, lost account analysis determined. This result is borne out across industries; in recent banking research. Between 60 and 80 percent of "lost" customers describe themselves as satisfied in surveys conducted by their banks.