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 Loyalty versus Satisfaction - What's the Difference?
Satisfaction will not tell you if your customers will defect or your association members will drop their memberships. Loyalty measurement captures the voice of the customer; their expectations and your performance against those expectations, as well as what you need to do to improve. Unlike satisfaction, loyalty encompasses the total customer experience; giving you a foundation for better decision making and action planning. |
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The Latest LRC FREE WebinarCustomer - Employee Linkage
How well do your employees know your customers? Can they accurately represent the 'voice of your customers'? By conducting an
employee 'mirror' study, you can find out. In an employee mirror study, employees complete the same or very similar survey as
customers. They are instructed to answer the questions as they think customers will respond. If your employees are on the
mark, meaning, their answers match up with how customers responded, they can accurately represent the 'voice of the customer'
within the organization to mitigate problems before they happen. If your employees are not in synch with your customers, perceptions
can vary significantly and can provide different or even contrary stories about performance.
When both employees and customers evaluate specific interactions consistently, it reflects that similar performance expectations are in
effect. Similar expectations likely
lead to actions between customers and employees that are reflective of mutual goals and understanding.
There are a variety of ways to conduct a mirror assessment of employee and customer perceptions. Some of these can provide the
basis for actually linking perceptions between the two groups quantitatively. A quantitative link can help a company determine the
specific impact that employee change can have on customer loyalty. It is a basis for prioritizing improvements and assessing the return.
