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February 20, 2004
How customer satisfaction scores fall short
New research from Consumer Reports shows that Dell is slipping in customer satisfaction scores. Dell scored 62 points out of a possible 100 for its support of desktop PCs, besting competitors HP and Gateway. It still has a miles to go before it reaches Apple's score of 74.
The magazine's scores reflect satisfaction. A score of 80 would mean that respondents were very satisfied, while 60 is described as fairly well satisfied.
But scores reflecting satisfaction are increasingly meaningless, especially if they're exclusively quantitative. Satisfaction is a snapshot of the past, and it does not measure action. The action is in referrals, which help drive growth. In the word of mouth economy, are your customers telling their friends and colleagues they must purchase from you?
Instead, Consumer Reports (and Dell) should ask:
* Would you recommend Dell to friends and family? Yes or no.
-- If not, why?
-- If yes, have you actually recommended Dell to friends and family?
-- If not, can you describe why?
-- If yes, how many times and to whom?
-- What do you specifically say when you recommend Dell?
Answers to those questions helps everyone from marketing to operations and, eventually, customers.
Other blogs that reference How customer satisfaction scores fall short:
HBR has a great article about exactly this issue. The article talks about how Enterprise Car rental tracks willingness to recommend.
http://harvardbusinessonline.hbsp.harvard.edu/b02/en/common/item_detail.jhtml?id=5534
Don't forget the book about this issue, too :)
http://www.amazon.com/exec/obidos/tg/detail/-/0793155614/wabalake-20/103-8046338-2080617
Great post Ben! The word-of-mouth quotient (WOMQ?) is everything. When your customers recommend you to friends and peers, they attach the invaluable currency of their own credibility. All the "past history" report cards in the world can't overcome someone you trust personally saying "yea" or "nay".
Great observations. If you want to craft an honest survey, never ask people what they would do in the future. Ask them what they have done in the past.
In the last 6 months, have you recommended Dell to anyone?
- Why not? (if no)
- Why? (if yes)
It's critical research if your brand is slipping.
Don't worry ben, I've got the book!
I love the "WOMQ" acronym!
