Wednesday, June 3, 2009

Analyzing results of Customer Satisfaction Surveys

Here are some interesting observations from Mark David Jones, President of Small World Alliances, and former Disney man:

Dissatisfied customer damage

You think 5% dissatisfied customers is acceptable? Think again. Consider that a dissatisfied customer broadcasts his dissatisfaction 20 to 30 times. And that word-of-mouth is the most powerful form of advertising.

To get the damage done by dissatisfied customers: Multiply your number of annual customers by the percentage of dissatisfied customers. Multiply that number by 20 or 30 for the number of negative advertising images you generate in a year. And remember that w-o-m weighs more than paid advertising.

Extremely satisfied customer earnings

On the other hand, a customer who is merely satisfied is not an advocate. For someone to be your advocate and generate positive word-of-mouth for you, s/he has to be "extremely satisfied". How many "extremely satisfied" customers do you have each year?

If your advertising budget is restrictive, as is often the case in a small market, you know where to invest your money for the most efficiency.

Mark David Jones gave a workshop in Curacao last Friday during CTO's 5th Tourism Human Resources Conference.

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