I see it all the time - taken using the terms "customer experience" and "customer satisfaction" as if they were synonymous. They aren't. The first is based on emotion which is derived from a process. The latter is based on a result at some point in time.
Study after study has shown that more that three quarters of consumers consider as being satisfied with their suppliers, just prior to their failure to others. Shaun Smith and Joe Wheeler indicate in their book "managing the customer experience" that number is as high as 80%. Yet marketers will continue to use satisfaction rates when gauging how their companies are interacting with their customers.
What baffles me is the lack of recognition of the obvious. Although the high satisfaction rate did equate significant experiences and memorable customers (when customer views), they do little to predict the probability of satisfied customers, initiating positive word-of-mouth.
Watch this way. If you were to be questioned after go by means of a restaurant and a decent dinner, you could very well say that you were satisfied. But how likely would you go home, call some friends and suggest to them that they must also go to the average restaurant and a decent meal? Step very. However, if you had a lot of time and exceptional food, you would be much more likely to tell others about your experience and suggest that they visit this restaurant.
The other disadvantage of satisfaction surveys is that each individual survey is based on the specific expectations of the client. Let's refer to this restaurant. If you had heard great things about it and found to be poor food, your satisfaction rating may be rather low. Let's say that you've heard things without inspiration but then found that your time it was better that you had planned. Chances are that your satisfaction rating could be higher. All this indicates, however, was that the restaurant jumped higher than low bar that developed you for it. It is one of the major flaws with a rate of satisfaction, you know how high (or low how) people define their bars.
This leads to customer experience and how it is actually differs from the customer satisfaction. Customer experience considers the emotions of customers who are the direct result of their interactions with businesses. The objective of issues in such surveys include or not the client believes that society has interest of the client in mind, or if customers feel that they are just a means for the business of making money. Ironic aspect of this is that, because businesses so easily use satisfaction surveys, they don't realize how their customers feel really thereon. The results of a recent survey by Bain & Company supports this theory. It indicates that 80% of companies believe offer them a superior customer experience, but only eight percent of their customers agree with this sentiment. Telling, isn't?
If you perform surveys on satisfaction, I suggest strongly that ask you your customers experiences instead of this. Your overall score is perhaps not as high as they were when you asked satisfaction, but the results more precisely reflect where you are and where you need to go to achieve your goals.
About the Author Peter George, The Guy from experience client, is Chairman of points, customer Rhode Island experience management company. As a consultant, speaker, trainer and coach, known for his engaging speaking style and its approach to significant experience managing client. For more information about the points and Peter, visit http://www.thinktouchpoints.com/ or call 1-800-959-1614. More videos from the category "Marketing":
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