Today, "it would be difficult to find a
company that doesn't proudly claim to be a
customer-focused, or even-customer driven enterprise.But look closer at
how these companies put their assertions into practice, and often you
discover an array of notions and assumptions that range from superficial and
incomplete to misguided."
Some examples of customer satisfaction illusion
believing that by conducting market
surveys and focus groups you know all there is to know about your
believing that investing in awareness
employees and putting customers' pictures on the cover of
your annual report is enough to achieve customer satisfaction
believing that the job of
is done by giving his or her direct phone number to some valued
All these approaches are well intentioned, but
"all of them offer, at best, partial
to their customer
satisfaction, and all, as a result, fall short."
There is nothing wrong with the notion of
customer satisfaction per se. "The problem comes with its pursuit, which if
fraught with peril. Most plans to
customer satisfaction stand on two
shaky – and dangerous –
What they create is an illusion – the customer satisfaction trap.
Two Dangerous Assumptions
① There is a reliable way to measure
customer satisfaction or even to agree on what it means.
② Once agreed upon, the customer
satisfaction measures provide your company with guidance and
Both assumptions are half-truths at
best, and two half-truths don't make a whole. Too often,
measurement of customer satisfaction are misleading – they tell you
very little about where you are, and they can't show you where to go.
Learn from Tommy
Create Customer Value:
10 Lessons from Konosuke Matsushita