BenchmarkingBusiness MetricsMetrics

Equating Customer Satisfaction Score with Rivals? It’s Pointless

Many business leaders believe that customer satisfaction is the key to drive success. There is no dearth of tools, tips, and techniques to gain customer attention.

In this article at Call Center Helper, Guy Letts explains the reasons why comparing an organization’s customer satisfaction score with its competitor is a sheer waste of time and money.

What’s Wrong?

Benchmarking customer satisfaction in certain situations is great, but it’s a rough area to touch. Some may benefit from it while others may end up wasting valuable resources on it. Let’s take a look at the evidence:

  1. No Customer Benefit: Benchmarking customer satisfaction may alienate the prospective lot. By declaring its ranking in the satisfaction league, organization may end up annoying its customers, especially the unhappy ones. Thereby, aim to beat customer expectations, not competitors.
  2. No Business Profit to the Venture: Benchmarking customer satisfaction data does not bring any major return on investment (ROI) to the time and money it demands. Instead, directly approach the customers and fix the loose ends without incurring any additional cost of the benchmarking data.
  3. Flawed Logic: To validate and compare yourself with the competitors, every facet of the customer satisfaction graph needs to be identical, which is highly dubious. Simplicity makes comparisons captivating while calculations make it unsafe.

The author proposes to set a benchmark for yourself by comparing your past performance with the present and future expected outcomes. Use customer feedback to bring constant improvement. This will help in beating competitors in a more refined way. Click on the following link to read the original article:

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