Customer Satisfaction (retention)
Customer satisfaction <=> perceived performance = buyer’s expectations
*(acquiring a customer is 8 times more expensive than retaining him)
Three characteristics to comply to achieve customer satisfaction:
- Must be or satisfiers: characteristics that are taken for granted
- More is better: make positive impact (but can also have a negative impact, be careful)
- Delighters: unexpected characteristics that delight the customer, although if they are not there they do not affect customer’s satisfaction.
You must find a way to meassure this from your cusotmers, e.g. surveys: LISTEN TO YOUR CUSTOMERS!
Tags: customer satisfaction, retention
