Bogus Changes in Tracking Studies

Bogus Changes in Tracking Studies

The next time you analyze the results of your customer satisfaction or brand loyalty tracking study, and you notice an upward or downward shift, ask yourself this: Is it reasonable to think that certain customers—either the happy ones or the unhappy ones—were more willing to give you their opinions than the other group? If so,…

Net Promoter Scores Don’t Beat Other Measures

Net Promoter Scores Don’t Beat Other Measures

I used to get more worked up about survey answer scales than I do nowadays.  I didn’t like even-numbered scales, including 1 to 10 scales (no midpoint!) or five point scales (too blunt!) or seven or nine point scales (not intuitive!).  I liked zero to ten scales—and still do—because they offer good opportunity for respondent…

Don’t Waste Money Delighting Your Customers

Don’t Waste Money Delighting Your Customers

Don’t waste money delighting your customers.  That’s the message from an intriguing new study and report just issued by the Corporate Executive Board.  Why not delight your customers?  Because meeting expectations is enough to keep them loyal.  Going beyond those expectations and “delighting” them has no measurable impact on loyalty.  Quoting from the report: Most…