Marketing, customer satisfaction and loyalty

Satisfied customers will follow you everywhere

3 key principles to follow for your good customer satisfaction surveys
Aug21

3 key principles to follow for your good customer satisfaction surveys

I hear companies claiming they have x% or y% of customer satisfaction, proudly claiming Net Promoter Score (NPS) of so much and that many returning customers. While these figures seem great at first sight, this doesn’t tell us much. Read further to understand why satisfaction and loyalty scores must be interpreted carefully. We will once again use the example of the Belfius bank to illustrate this article. You will in particular...

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Customer satisfaction : are executives listening to their clients?
Jul10

Customer satisfaction : are executives listening to their clients?

In the field of customer satisfaction, few techniques are as powerful as talking with clients to understand what their problems are. Yet very few executives still have this sense of proximity with their customers. The bigger the organization the farther the top management. Do they read customer complaints ? Probably not. Do they talk to dissatisfied customers ? Probably not. Some organizations have symbolically added a “customer...

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Moncler and DKV don’t care about customer complaints
Jun23

Moncler and DKV don’t care about customer complaints

Who said big companies are customer-centric and focused on customer satisfaction ? Besides firms which tweak their satisfaction surveys to obtain better results (see the example of Belfius), others simply seem to ignore the basic principles that ensure satisfied customers. Handling complaints is one of them. Moncler : how to NOT handle a complain You all know Moncler. It’s one of the most successful high-end leisure fashion...

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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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