A Dozen Problems With Applied Customer Measurement

 

ABSTRACT

Most organizations today understand the importance of satisfying customers. Many have formal processes in place for survey-based customer satisfaction measurement. While right in intent, a large number of these programs have not kept pace with evolving ways of viewing, measuring, and managing customer relationships. Twelve common problems are described, characterizing specific ways in which applied customer measurement approaches fall short. Discussion of each problem helps to raise improvement possibilities for applied corporate researchers, and, offers fertile topical areas for academically-oriented researchers. Addressing the set of twelve issues in total also can be viewed as prescriptive for a progressive, up-to-date program of applied customer measurement.

A Dozen Problems With Applied Customer Measurement, Douglas B. Grisaffe, University of Texas at Arlington, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Volume 17, 2004, pp. 1-15

 

1	CONCLUDING THOUGHTS
2	PROBLEM TWELVE. FAILING TO LEVERAGE AVAILABLE TECHNOLOGY
3	PROBLEM ELEVEN. MISSING INTEGRATIVE OPPORTUNITIES
4	PROBLEM TEN. NEGLECTING CONTACT EMPLOYEES AS A CRITICAL CONTROLLABLE
5	PROBLEM NINE. IGNORING CUSTOMER ACQUISITION DYNAMICS
6	PROBLEM EIGHT. STUDYING CURRENT CUSTOMERS TO UNDERSTAND DEFECTION
7	PROBLEM SEVEN. STOPPING SHORT AT THE OUTCOME OF RETENTION
8	PROBLEM SIX. IGNORING BEHAVIORAL MODERATORS
9	PROBLEM FIVE. ASSUMING STAYING OR LEAVING HINGES SOLELY ON SATISFACTION
10	PROBLEM FOUR. BELIEVING THAT MEASURING IS DOING
11	PROBLEM THREE. VIEWING SATISFACTION IN ABSOLUTE TERMS
12	PROBLEM TWO. THE ASSUMPTION THAT ALL CUSTOMER LOSS IS BAD
13	PROBLEM ONE. FAILURE TO CONNECT CUSTOMER MEASUREMENTS TO FINANCIALS