Marketing, customer satisfaction and loyalty

Satisfied customers will follow you everywhere

4 hints to avoid your customer satisfaction survey from failing
Apr20

4 hints to avoid your customer satisfaction survey from failing

In our latest article we discuss the Goodhart’s law and what it meant for customer satisfaction measurement. In short, if satisfaction scores become a company’s objectives, the likelihood is high that results will be biased. A very good article explains the origin of this bias (it’s called reflexivity) and even details other “laws” that point to the same effect : Goodhart’s Law is most succinct: “When a...

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How the Goodhart’s law makes customer satisfaction surveys fail
Apr18

How the Goodhart’s law makes customer satisfaction surveys fail

“When a measure becomes a target, it ceases to be a good measure.”. This is the Goodhart’s law and it explains in my opinion why why an awful lot customer satisfaction measures fail. Let me take two concrete examples that I’ve experienced myself : Audi and Beflius. in this section I’d like to discuss two concrete examples of customer satisfaction measurement that becomes organizational objectives and therefore cease...

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Belfius : 95,25% customer satisfaction. Can you believe it?
Apr05

Belfius : 95,25% customer satisfaction. Can you believe it?

I visited a Belfius branch last week and was stunned to see their latest marketing campaign and their claim about their high customer satisfaction: 95,25% customer satisfaction ! Can you imagine ? This is just an amazing score. So amazing that it can hardly be trusted as I already wrote many years ago on this blog. I digged into this matter, looked for facts on the satisfaction in the banking industry and explain below why the...

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Hospitality : this postcard leverages customer satisfaction
Apr13

Hospitality : this postcard leverages customer satisfaction

Customer satisfaction and dissatisfaction are increasingly expressed online. Capturing this information remains instrumental for most sectors, especially for hotels and restaurants. Bad word-of-mouth can destroy reputation and cut revenues. In the hospitality sectors the norm is usually to have satisfaction surveys distributed to customers. 25 Hours hotels chose a different way. As Bruno Marti, Chief Branding Officer, explains : “In...

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France and Belgium : two countries lacking a culture for customer orientation
Feb25

France and Belgium : two countries lacking a culture for customer orientation

In a very inspiring article (in French) Frederic Klotz, former community manager of Rue du Commerce, describes all the problems an e-customer can face in France (don’t hesitate to read the interview Frederic gave us last year). He describes the lack of customer orientation in French firms and suggests that French customers are the most badly treated. Frederic, believe it or not, France is not a unique example of a country...

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