CUSTOMER SATISFACTION IS MISLEADING
Research and Practitioners suggest that currently Customer Satisfaction is the most widely used parameter to gauge the Customer Engagement in an organization. Most organizations measure Customer Satisfaction or its derivative - Net Promoter Score to mirror their Customer Experience for understanding their customers in a better way.
Does Customer Satisfaction Studies of today’s age deliver the true customer sentiments? Will Customer Satisfaction Studies lead to more customer advocacy for the organization? Not necessarily.
Customer Satisfaction measurement
It is getting extremely complicated, because survey used to gauge Customer Satisfaction may not truly represent Customer sentiments. Research studies by organizations survey the customers about their experiences, trends, and may not depict the clear picture due to the influence of customer’s background and the attitude at the time of their participation in the study. Organizations can easily lose track of what’s influencing satisfaction and may not get the clear picture for Customer Loyalty.
Customer Satisfaction measurement supports an organization to assess its response to the expectations/perceptions as expressed by its customers and thus may lack the mapping of emotional impact of an experience, a relationship or a simple interaction.
Customer Satisfaction Scores should lead to greater Customer Advocacy/Loyalty. Therefore Customer Satisfaction should be a part of overall Customer Experience Management.
A customer can be satisfied with an organization but for customer advocacy and loyalty there is a need for an engagement which focuses on supporting/solving the customer’s need through an engaged Customer Experience Management.