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Posted by Jeff on January 21, 2000 at 14:12:30:
In Reply to: Loyalty and Customer Satisfaction posted by M Crawford on January 13, 2000 at 11:36:21:
If you are collecting experiences that may be
relevant, here are a couple. On a hospital
inpatient satisfaction survey we do for a client
we have a 10 point overall satisfaction scale, and later
ask whether they would recommend the hospital to
a friend/family member needing hospitalization (def
initely yes, probably yes, probably no, definitely
no. When we plot the two scales against one another
loyalty really begins to plummet at 7, with only a
small decrease in 'yes definitely' from 10 to 9 to 8.
Also, a few years ago for a major magazine we asked
subscribers 6 months before their renewal dates
how satisfied they were (very/mostly/not at all as I
recall) and also how likely they were to renew (yes
definitely, probably, probably not, definitely not).
The two scales were highly correlated, of course.
Eight months later we looked at which ones had renewed,
and which not. 60% of the 'yes definitely' had, 30%
of the 'yes, probably', 15% of probably not, and 5% of
definitely nots. I don't recall how this matched up with
the satisfaction scale. But the bottom line:
The ratings predicted the behavior, but overestimated
the actual rate of loyalty/resubscription.
Subject: