In the realm of customer experience management, businesses can employ different summary metrics of customer feedback ratings. That is, the same set of data can be summarized in different ways. Popular summary metrics include mean scores, net scores and customer segment percentages. Prior analysis of different likelihood to recommend metrics reveal, however, that they are highly […]
Customer experience management professionals use self-reported “likelihood” questions to measure customer loyalty. In their basic form, customer loyalty questions ask customers to rate their likelihood of engaging in different types of loyalty behaviors toward the company, including behaviors around retention (likelihood to leave), advocacy (likelihood to recommend) and purchasing (likelihood to buy different products). These loyalty […]
I have written on the topic of customer loyalty and related matters for many years. I organized many of these writings on customer loyalty and metrics below as a quick resource for people looking to learn about the concept of customer loyalty and its value to business. Be sure to bookmark this page as I […]
I am seeking help from customer experience management (CEM) professionals to complete a short survey (~5 minutes) for my research. In return for your contribution to science, I will give each survey respondent a copy of my new customer experience management book, TCE: Total Customer Experience (pdf version). Background to Research: Net Scores and Mean Scores I […]
I read an article last week in Scientific American that has implications about the field of customer experience management (CEM). The article, Diss Information: Is There a Way to Stop Popular Falsehoods from Morphing into “Facts”?, discusses the phenomenon of widely held beliefs that are not true. Think about President Barack Obama’s US citizenship status still […]
Developing measures of customer loyalty using survey questions is a scientific endeavor; these loyalty measures are typically customers’ self-reported likelihood of engaging in future loyalty behaviors. Because self-reported metrics are necessarily fraught with measurement error, I have argued for using psychometrics as a way of evaluating these “soft” metrics. Psychometrics helps you understand the reliability […]
I wrote about net scores last week and presented evidence that showed net scores are ambiguous and unnecessary. Net scores are created by taking the difference between the percent of “positive” scores and the percent of “negative” scores. Net scores were made popular by Fred Reichheld and Satmetrix in their work on customer loyalty measurement. Their […]
A successful customer experience management (CEM) program requires the collection, synthesis, analysis and dissemination of customer metrics. Customer metrics are numerical scores or indices that summarize customer feedback results for a given customer group or segment. Customer metrics are typically calculated using customer ratings of survey questions. I recently wrote about how you can evaluate the quality of your customer metrics and listed four questions […]
Learn how to build your business around the customer using customer-centric measurement and analytics. Available in Kindle and paperback. Learn more about TCE: Total Customer Experience.
Beyond the Ultimate Question: Book includes comprehensive review of Net Promoter® Score (NPS) and presents better measures of customer loyalty and best practices of customer feedback programs.
Measuring Customer Satisfaction and Loyalty (3rd Ed.): Book includes discussion of how to measure the customer experience, including customer satisfaction and customer loyalty.