Why Understand Customer Satisfaction?
Research shows it costs 6 to 10 times as much to acquire a new customer as it does to keep one. Satisfied customers on average tell 7 others of their good experience whereas dissatisfied customers tell on average 11 others of their bad experience.
What Really Drives Customer Satisfaction?
Traditional customer satisfaction measures (e.g. CSAT), willingness to recommend (e.g. Net Promoter Score), reuse intentions or other loyalty methods alt
hough useful to track don’t tell you what the drivers are. Without knowing what attributes (features) of the product or service that drives satisfaction, reuse or loyalty, you don’t know what communication or product/service design decisions to focus on.
What are Different Categories of Attributes?
Basic or Must Be Attributes: Those attributes that must be in a product or service but do not lead to satisfaction but in their absence leads to dissatisfaction.
Performance Attributes: Those attributes in which the level of performance leads to the level of satisfaction.
Attractive Attributes: Those attributes, often not expressed, that “delight” customers and tend to be market disrupting.
iFusion uses an adaptation of a model that can identify, categorize and prioritize these attributes and where your product fits vs. competitors. Not only does this approach show you what attributes to focus your communications on but it can also be useful for driving product/service innovation. This model is called the Kano Model. For a discussion of the model click here.