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.

Take the longer survey “Participating in the global economy through knowledge sourcing and providing”

If you are really interested in the topic and can spare a few more minutes, please also take the survey. If you can, please also ask a colleague, client or supplier to do so.

Knowledge Service Provider http://1236735131.provideknowledge.sgizmo.com/

Knowledge Service Sourcer http://1236735131.sourceknowledge.sgizmo.com/

Thank you in advance. If you want a copy of the report, be sure to include your email address.
Please feel free to leave any comments. The survey is in its beta phase, so I can use comments on the questionnaire also.


Some background

Reason for the poll and survey

Globality: everyone wanting to sell everything, including their knowledge, to anyone anywhere in the world.

Having worked across the Caribbean from Bermuda to Haiti and much of what is in between, I have developed an academic interest in the topic, especially with regard to small states. Can we apply strategic/business innovations produced in Curacao to St Lucian, Maltese, Andorran, Bajan, Cape Verdian businesses, markets and economies and vice versa?

The topic also interests me with regard to economic policies of small states. How can small states benefit from the globalization of knowledge?

Research Question
To what extent do KSP’s sell their services across borders, thus participating in the global knowledge economy? This with particular interest to KSP’s in small ststes/territories/markets and/or emerging markets

What are Knowledge Service Providers (KSP's) and Knowledge Service Sourcers (KSS)?

For the purpose of this study KSP’s are individuals or companies such as advisors, consultants, designers, health care providers, trainers, researchers, recruiters, lawyers, accountants, even artists, etc., in the broadest sense of the word.

KSS’s are all those individuals or companies who buy services from KSP’s established in their market or elsewhere

What's in it for you?
Since participants can elect to receive a copy of the report, you will get an insight into:
1. If you are ahead or behind the curve in terms of providing or sourcing knowledge across borders
2. What the key success factors to sell your services internationally

Take Poll: do you participate in the global knowledge economy?

I am writing a paper and want to know to which extent knowledge service providers (KSP), i.e. consultants, recruiters, trainers, designers, analysts, etc., have international engagements, and thus participate in the global knowledge economy. I am particularly interested in small KSP’s in small and/or emerging markets.

If you are a provider, please follow this link to my Linkedin poll http://polls.linkedin.com/p/35300/cpurr.

If you hire consultants, use this link http://polls.linkedin.com/poll-results/35302/cmmyp.

If you are really interested in the topic, please also take the survey
Knowledge Service Provider http://1236735131.provideknowledge.sgizmo.com/
Knowledge Service Sourcer http://1236735131.sourceknowledge.sgizmo.com

For more info
http://smallmarketmarketing.blogspot.com/2009/04/take-longer-survey-participating-in.html

Thank you, also for your comments