Like You're Retired, This Year"
Long-Time Internet Marketing Guru Jim Daniels
and a personal friend of mine is giving you a
chance to bypass a payment screen to secure an
extremely valuable $97.00 Report for FREE!
This report, according to
Jim, shows you "A Business That Could Let You
Start Living Like You're Retired, This Year".
The secret gateway is
only available to those who either know Jim
personally or are referred to the page by
someone who knows him personally. To
access the report, you'll need to click the
"Gold Key" on the page to get past the payment
screen and access the report download for free.
Click The Gold
Key On This Page For Your Free $97.00 Report
Remember: Click the Gold
Satisfaction Surveys Mask Customers' Reasons for
Copyright 2007 by Peter George
I see it all the time -- companies using the terms
"customer experience" and "customer satisfaction" as if
they are synonymous. They're not. The former is based on
emotion that is derived from a process. The latter is
based on an outcome at a particular moment in time.
Study after study has shown that more than
three-quarters of customers consider themselves as being
satisfied with their vendors just before they defect to
others. Shaun Smith and Joe Wheeler suggest in their
book "Managing the Customer Experience" that the number
is as high as 80%. Yet marketers continue to use
satisfaction ratings when gauging how well their
companies are interacting with their customers.
Click Here to Start.
The other drawback with
satisfaction surveys is that each individual survey is based
on the customer's particular expectations. Let's refer back
to that restaurant. If you had heard great things about it
and the food turned out to be mediocre, your satisfaction
rating might be rather low. However, let's say you heard
uninspired things but then found that your time there was
better than you had anticipated. Odds are that your
satisfaction rating might be higher. All this indicates,
however, is that the restaurant jumped higher than the low
bar that you had set for it. That is one of the major flaws
with satisfaction ratings, you just don't know how high (or
how low) individuals set their bars.
This brings us to customer experience and how it effectively
differs from customer satisfaction. The customer experience
considers the customers' emotions that are the direct
results of their interactions with companies. The goal of
questions in such surveys include whether or not the
customer believes that the company has the customer's
interest in mind or if the customers feel that they are just
a means for the company to make money. The ironic aspect of
this is that, because companies so readily resort to
satisfaction surveys, they do not realize how their
customers actually feel about them. The results of a recent
survey by Bain & Company backs this theory. It indicates
that eighty percent of companies believe they deliver a
superior customer experience, but only eight percent of
their customers agree with that sentiment. Eye-opening,
Visitor only for $0.01. Try our pay per click search engine.
The cheapest on the market.
If you are conducting satisfaction
surveys, I strongly suggest that you ask your customers
about their experiences instead. Your overall ratings may
not be as high as they were when you were asking about
satisfaction, but the results more accurately reflect where
you are and how far you have to go to reach your goals.
ABOUT THE AUTHOR:
Peter George, The Customer Experience Guy, is the president of
TouchPoints, the Rhode Island-based customer experience management firm.
As a consultant, speaker, trainer, and coach known for his engaging
speaking style and his notable approach to customer experience
management. For more information about TouchPoints and Peter, visit
http://www.ThinkTouchPoints.com or call 1-800-959-1614.
Toolbar gives you instant access to your
Free Email Account, Free Website, submission to
over 8,900 sites, learning tools, free discussion
list on marketing and promotion with 26,000
subscribers, Free 5 day Website Success course by
email, plus instant search. Click