This Focused Performance Weblog started life as a "business management blog" containing links and commentary related primarily to organizational effectiveness with a "Theory of Constraints" perspective, but is in the process of evolving towards primary content on interactive and mobile marketing. Think of it as about Focusing marketing messages for enhanced Performance. If you are on an archive page, current postings are found here.
Tuesday, September 17, 2002
• Things that make me go hmmmm -- Customer Satisfaction -- Most companies claim to measure "customer satisfaction," but they primarily do so through negative, after-the-sale metrics like complaints and product returns. Why not call it what it is and measure "customer sacrifice" instead? Doing so would put a different spin on the subject, and developing initiatives to drive down the difference between what the customer wants and what they settle for could be an interesting approach to "customer focus," aka "subordination to the market." I wonder if the difference between the open-ended objective of driving satisfaction to infinity (delight?) versus the more targeted objective of driving sacrifice to zero would reap different results. The TOC Thinking Processes, applied to market analysis, takes advantage of customer dis-satisfiers to develop strategies and offerings, but I wonder if the legacy view of "customer sat" might compromise long run optimization of the resulting offers.
posted by Frank - Permanent Link -