Free Customer Journey Map Excel Template

About the Customer Journey Map Template This free customer journey map template is designed to quickly and easily build relatively detailed maps for multiple brand personas. Customer journey maps are an effective way of identifying how potential customers make their way to your brand and ultimately become loyal advocates. Download the free template here… customer-journey-map-Excel-template … Read more…

Concerns with The Net Promoter Score (NPS)

Brief History of the Net Promoter Score (NPS) The NPS was developed by management consultant Fred Reichfeld (associated with consulting firm Bain and Co.) and presented in a Harvard Business Review article in 2003. Since that time the metric has become widely adopted across many industries and is estimated to be in use in around … Read more…

Outcomes of customer satisfaction

The two dimensions of customer satisfaction The customer’s assessment of their satisfaction following a purchase and consumption of a product involves a comparison of two views: What were their EXPECTATIONS of value prior to purchase? What was their perception of the value delivered AFTER purchase? The consumer will engage in a mental comparison and make … Read more…

Utility in marketing

Customer value = economic utility If you have previously studied economics, then the chances are you have seen the word “utility”. Utility is the economic term for the range of value and benefits received by consumer from the acquisition and consumption of a product. Therefore, in marketing we can use the terms customer value and … Read more…

Customer Satisfaction Definition

  Definitions of Customer Satisfaction A nice, easy-to-remember customer satisfaction definition is: Customer satisfaction is a consumer’s perception of how well an organization has delivered on their communicated value proposition. The key points to note about this definition are: Customer satisfaction is the perception of a consumer, It is primarily based on two top-level factors, … Read more…

SERVQUAL’s 22 Questions

  List of SERVQUAL Questions Below is a table (and a diagram at the bottom) containing the 22 questions originally used to construct the SERVQUAL model. There are several issues to note about the structure of the SERVQUAL questionnaire: About half the questions are posed as a negative question (as highlighted in the below table). … Read more…

The Difference between Service Quality and Customer Satisfaction

  What’s the Difference between Service Quality and Customer Satisfaction? Although they are interrelated concepts, there is a difference between service quality and customer satisfaction. As discussed further in a separate article on customer satisfaction (CSAT), CSAT is the customer’s evaluation of the product/service relative to the customer’s prior expectations. Service quality, however, is the … Read more…

Why most customers are just satisfied

  Overtime most customers will be “just” satisfied Many organizations find it frustrating that their customer satisfaction (CSat) scores reach a plateau and it becomes very difficult to achieve real increases in CSat. However, this is caused “naturally” and, overtime, all firms will find that their customer base primarily fits into the “just satisfied” range … Read more…

The High Customer Satisfaction and Low Profitability Paradox

  Is Pursuing High Customer Satisfaction Worthwhile? The relationship between high customer satisfaction, leading to increased customer retention (loyalty), resulting in increased long-term profitability is generally well supported by academic research and commercial practice. But there are situations and industries where this logical relationship may not hold true. Therefore, when reviewing customer satisfaction issues it … Read more…