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I recently received a sms from Mobistar asking me to rate my intention to recommend their services to friends or relatives.

Given the terrible service they provide and the way they treat their customers (especially me) I rated my intention with 1, the lowest possible score. Of course I didn’t receive any call or any feedback from them asking why it was so. They just don’t care as actually do most of companies which collect statistics on satisfaction or word-of-mouth (WOM).

Think about it for one moment. You have been asked dozen of times to fill in those stupid questionnaires and you have not always scored the product or service high. Yet how many times have you been contacted by your supplier to explain the reasons why you were not completely satisfied?

My take:

Collecting data has become an end in itself and most companies don’t actually use this data. The only data they actually exploit regards sales patterns. When it comes to annoy customers with proposals of products / services they don’t need, most companies score very high.

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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