Are Customer Satisfaction and Retention the Same?
Today, Michael Lowenstein asks the question, “Why, Oh Why, Is ANYBODY Still Measuring Customer Satisfaction?” in a blog post for CustomerThink. See my key takeaways below.
- Retention is about what keeps a customer coming back i.e. their behavior, but satisfaction is very different
- Customer satisfaction has very little effect on their behavior, and quality thought leader Dr. W. Edwards Deming did not believe it was an accurate measure of such either
- Learning what customers want and how to keep them is the “holy grail” but it’s a far cry away from measuring by satisfaction alone
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