Ken’s Take: There’s a marketing classic titled “Why Satisfied Customers Defect”. The authors say it’s because of something called the “top box effect”. Keeping a customer merely “satisfied” isn’t enough. To secure their loyalty, companies have to make them “completely satisfied” — which is often the top possible choice on a market survey.
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Excerpt from AdAge: “Why Brand Love, Satisfaction Aren’t Keeping Shoppers Faithful”
Accenture found that even though consumers are more satisfied with customer service than ever before, they are switching brands at a high rate.
Consumer satisfaction had increases ranging from 5% to 7% in one year, depending on the category.
Consumers are happier, for instance, with shorter wait times; the ability to solve issues without having to speak to someone; and the ability to resolve an issue by speaking to just one person.
About 44% of consumers said they expect more, or much more, than they did last year from the brands with which they do business.
Today’s savvy digital customers expect polite and knowledgeable employees or convenient customer-service hours.
And while they appreciate and are satisfied with those things, it’s not going to stop them from taking their business elsewhere.
Edited by ARK