Measure Customer Use of Things, Not Customer Satisfaction With Things

Measure Customer Use of Things, Not Customer Satisfaction With Things

PHOTO:
marcus zymmer

“The problem with customer satisfaction surveys,” a sales manager once told me, “is that they don’t predict future behavior. We’ve found that customers who are ‘satisfied’ can be as likely to leave us as those who say they are not satisfied.”

When we measured a particular website in relation to how able customers were to complete their top tasks, the results were dismal. The marketing manager, on the other hand, wasn’t worried at all. “Our customer satisfaction results are fine,” she said. “That’s what we go by around here.”

Over the years, we’ve seen customer satisfaction data from a range of…

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