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Posted by John Taylor on January 13, 2000 at 23:46:15:
In Reply to: Loyalty and Customer Satisfaction posted by M Crawford on January 13, 2000 at 11:36:21:
Earlier this week I looked at the retention rates among those who answered "10", "9", "8" and "7" on a 10 point satisfaction scale. These are customers of a regional bank. We looked at retention (remain a customer) at several times after the survey. All groups had virtually identical retention rates. There was no correlation between customer satisfaction score and retention.
I suspect one of the reasons for this is that our scale is not tough enough. About 55% of respondents give the highest (10) rating. (The client prefers to think the 10 percentage is so high because of the "darn good service") This may be the same as other posts mentioning that satisfaction is not enough, the customer must be absolutely positively totally satisfied to make him/her loyal.
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