Godt nyhedsbrev om service

Jeg vover det ene øje og smider et rigtig godt nyhedsbrev online, så kan i selv bedømme om i gider at abonnere.

Dbh Martin

* * * * * * * * * * * * * * * * * * * * * * Welcome to Ron Kaufman''s "UP Your Service!" Newsletter #89

55,000+ subscribers now receive this e-mail newsletter.

To SUBSCRIBE, send a message to join-bestof@RonKaufman.com To UNSUBSCRIBE, send a message to leave-bestof@RonKaufman.com To CHANGE your e-mail address, SUBSCRIBE from the new address and UNSUBSCRIBE from the old address. Need HELP? Help@RonKaufman.com

Please add Ron@RonKaufman.com to your address book, friends list, and ''white list'' in your e-mail filters. If necessary, please ask your Network Administrator assist you. Thank you.

* * * * * * * * * * * * * * * * * * * * * * Hi Ron,

We have been conducting customer satisfaction surveys for the past four months. Our overall satisfaction rating index has clearly improved. However our loyalty index (percentage of customers who are likely to re-purchase and recommend us to their

friends) has not improved, in fact it has deteriorated. I find this odd as there doesn''t seem to be a co-relation here. What could lead to this situation?

Thanks and have a great day!

Regards, Shamini

* * *

Hello Shamini,

Thanks for your intriguing question. What you notice is happening all over the world.

There is a huge difference between a "satisfied" customer and a "loyal" customer. Satisfaction is a measure of the moment.

Loyalty is an intention for the future.

When customers get what they expect, and what paid for, they are normally satisfied for that moment in time.

But customer loyalty is not a snapshot; it is a moving picture, an anticipation about your customer''s desire to work with you again in the future.

In the past, many assumed that a "satisfied" customer would naturally become a "loyal" customer. This is no longer true.

Here''s why:

Customer satisfaction has become a commodity. As a competitive differentiator, it is obsolete. Many organisations have learned to make and keep a service promise. They deliver what the customer expects and achieve high levels of customer satisfaction.

But when satisfaction is also available from your competition, why should a customer commit their future business to you?

You have been running the survey for four months and have seen an improvement in your "satisfaction index" scores. You must be asking your customers "What do we need to do to satisfy you?" and you must be listening. Good for you, and for them!

But your "loyalty index" is going down? Why?

Are you asking your customers questions like these:

"What would make you definitely buy from us again?"

"What else could we do to ensure you will come back to us in the future?"

"What would you love to tell your friends about how we serve you?"

"What could we do for you that would lead you to recommend us to your friends?"

"What could we do that would make us much better than the competition?"

"How can we become the best supplier you have ever worked with?"

"What can we do to surprise you in a way you will really enjoy?"

"What question should we ask that we haven''t asked you yet?"

If you are asking questions like these, then you know how powerful they are compared to the usual "Are you satisfied, not satisfied, very satisfied?" snapshot surveys.

If you are NOT asking questions like these, then you are merely guessing what will make your customers loyal, and hoping that higher "satisfaction" scores are the answer. They are not.

Warning #1: Not every customer knows what they want to become loyal to you. Many have not thought that far ahead. So you''ll need to ask, and listen, a lot.

Warning #2: What makes one customer loyal may