You may have noticed that the term Customer Satisfaction is giving way to Customer Experience. I believe there is more to retaining customers than changing terminology.
The Customer Experience is a fact. It is made up of many smaller experiences and is generally dictated by the organisation seeking custom. Customer satisfaction is a measure of how well the Customer Experience meets the needs and expectations of each customer. It is an opinion. Boiling all that down to a single number gives a nice ‘dashboard’ metric, but very little work on.
To change your customers’ opinion of you, you must understand their experience and see it from their perspective. I believe understanding only comes from listening to the customer. And challenge you to the bold step of using a blended approach to measuring your customers’ experience and improving their satisfaction. In turn, improving your business performance.
Quantitative vs Qualitative
A good quantitative measure can tell you a host of things
- Whether you are better than your competitors
- If a change in customer experience has improved satisfaction
- The relationship between satisfaction and revenue for your business
I was told that our average customer has an average experience of six out of ten. And that I have to fix it.
Quantitative measures are quick and easy to set up, collect and analyse. But therein lies the problem.
Do you ask your kids, partner, family, friends – on a scale of 1 to 10 how was school, work, your interview, your holiday?
Of course not. First of all, they would think you don’t care. Next, you are asking them to average out their experience. The highlights (chips for lunch) blur into the disappointments (I got soaked waiting for the bus), leaving you with an unrealistic perception. And most of all you ignore their motivations when you ask “Would you go back?” or any other question that lets you work out a nice simple retention or promoter score without asking why.
Qualitative questions can lead to longer answers and the potential for misinterpretation. But they yield useful information. You may learn that your booking process is clunky or pick up a great idea for a new feature. Most of all you will start to understand your customers. Feeding that new perspective into processes from development to delivery will give you the edge over your competitors and show up on your bottom line.