Customer satisfaction surveys are used frequently to gauge the willingness of a customer to recommend a particular brand or service. That metric is used to determine the likelihood of that customer being retained.
Recent research suggests that a company should be asking also whether the customer would be willing to recommend a particular employee, since the experience with that employee may drive customer repeat even when the overall brand is viewed as undifferentiated.
Good news – your employees can directly influence repeat and retention
Bad news – your business may be depend on specific employees, and you probably don’t know which.
Sounds like an action call to me…
Customer satisfaction surveys and customer loyalty surveys are both designed to measure how current customers and clients view the company. For market researchers, this information helps decide the effectiveness of various customer service campaigns, product branding, etc.
However, recent research has suggested that an area that many companies are missing with their research is individual employee loyalty. In essence, even if a customer does not rate the company high in customer satisfaction scores, they may rate an employee high. This makes some logical sense, and it can be illustrated with two personal stories.
