It’s time to dispel the epic business myth about the importance of Customer Satisfaction (a.k.a. “C-SAT”). Lots of companies rely on their C-SAT scores to tell them how well they’re serving customers. But many organizations substitute C-SAT tracking for talking with the people they serve. At these firms, C-SAT is their Achille’s Heel.
Let me be clear. It’s crucial to satisfy customers’ needs and preferences. It’s also vital to know how customers perceive your offering so you can pinpoint areas that need attention. But, C-SAT misses a critical piece of the puzzle. It doesn’t indicate customers’ intention to remain loyal to your brand. If they’re defecting, it doesn’t tell you why.
Studies show that customers can be reasonably satisfied with your offerings yet still switch away from your brand. In fact, they may be extolling your brand’s virtues even as they’re signing up with your rival. If they do intend to stay, C-SAT won’t tell you if they’re inclined to buy again. And, you can’t know if they’d prefer to get your service through a different channel. At best, C-SAT is a barometer of how customers perceive your brand based on their prior experiences with it.
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