Make Customers Stay – New ideas for safe customer satisfaction! (mini series: 3/4)
The figure shows a business with 50 employees who gave a satisfaction-score of 7,8 to the company’s bank. The customer experienced three unidentified and unrepaired little bumps when cooperating with his or her bank. That caused an unexpected customer-loss for the bank.
For 20 years customer satisfaction has had top-priority. Everyone is doing something. That can be measured in touch points; in NPS, in models – or you reorganize to creating relationships; customer-centric or introduce CRM (customer relation management) or CFMP (customer feedback management platform).
But if you need to go into depth with the understanding of your customer’s stay-on (lifespan), you must work with BUMP-models (bumps as in holes in the road). Two or three ”bumps” in the cooperation and your customer is on its way out – regardless of a ”pretty” customer satisfaction survey.
I have in the last 20 years made a lot of exit-studies with my colleagues. We have made two relevant ”findings” that can increase your customer’s stay-on:
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You must have knowledge of the individual customer’s satisfaction level. If it is under 9-10 on a 10-point scale, then two or three little ”bumps” will very likely cause an exit (customer loss).
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”Bumps” must be discovered and repaired just like holes in the road. The must not be accumulated.
There are solutions, so that BUMP-exits can be stopped. – Understand the seven most likely bumps in your business and contact me for a talk about solution, so that new customer losses can be prevented effectively.
Best regards,
John Aalund
