Tag: Customer Loyalty
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The Absurdity of Closed-Box-Only Return Policies: A Customer Experience Fail
Can anyone tell me what’s the point of a closed-box-only return policy? Because I can’t figure it out. I went to the shopping centre today, in search of a mouse. Nothing fancy, but I wanted to see one of those silent mice with a very quiet click that is less annoying to other people when…
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Rethinking Loyalty: Lessons from Comparing NPS with Actual Behaviour
In collaboration with one of my clients, I recently conducted an eye-opening experiment that challenged the assumptions many of us have about loyalty metrics. By comparing last year’s survey data, which used the Net Promoter Score (NPS®) to assess loyalty, with this year’s real-world customer behaviour, we uncovered some striking insights. The Experiment Last year,…
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Revisiting the Apostles Model: Understanding Customer Behaviour in Today’s Context
The Apostles Model was introduced by James L. Heskett, W. Earl Sasser, and Leonard A. Schlesinger at Harvard Business School in “Customer Satisfaction Is Key to the Extraordinary Success of Service Businesses” (1991). Their foundational work has been pivotal in shaping CX strategies, and their insights remain relevant even as other metrics are more commonly…
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Surveying for Compliments: The Bias in Customer Feedback
The Innocent-Looking Survey Back in March, I received a survey from a well-known financial services company. I hid some bits from the picture but you know the type—they pop up in your inbox, looking all innocent, asking you to “share your experience” after a recent interaction. Naturally, I opened it up, curious to see what…