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Satisfied, shmatisfied
Author: Bill Cusick
December 8, 2004
In their insightful book, Managing the Customer Experience, authors Shaun Smith and Joe Wheeler found that 80% of customers who switch vendors express satisfaction with their previous vendor. 80%! It’s just one more bit of evidence that the end game is not getting the right box checked on your latest satisfaction surveys.
Satisfaction equals, at best, inertia that - all other things being equal - will not knock a customer off your ship. But things are never equal: in your company, with the competition, your customers, or the world at large.
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