Chapter 8- Satisfaction

Question 1

Implications

Answer 1

The sample matters !

A typical practice is to survey only customers who use us, this inflates our score relative to competitors

Question 2

The norm

Answer 2

Massive upward skew on any scale 7.7 (out of 10) is typical

Question 3

Do brands within industries vary much ?

Answer 3

Competitive brands, within an industry, don’t vary much (similar means, similar variance)
Much less variance than between industries

Question 4

Specific service attributes

Answer 4

Scores for specific aspects of service tend to be clustered in a fairly tight band
For consumer respondents - all positive in aggregate Less positive for business respondents

Question 5

Why do satisfaction scores change?

Answer 5

Movement in satisfaction scores is not common, but happens, and all brands tend to move together
Driven by technological or legislative change (big stuff) And major publicity (e.g. bank bashing)

Question 6

What is the main goal with satisfaction?

Answer 6

Day-to-day investments in service quality are largely about “running hard to stand still” - they don’t drive uplifts in loyalty or financial performance (nor in satisfaction)