COS
NEWS
“The day there’s just one customer left, we’ll have an NPS of +100”
Surveying buyers on their Satisfaction is useful but not enought
Indeed, collecting feedback from those who have gone through checkout (or are still active customers) provides valuable insights into their experience.
But what about those who – disappointed by their visit – didn’t make a purchase?
Or worse, those who know your brand but chose to buy from a competitor instead?
Traditional customer studies often lead executives of network-based companies to a kind of blindness. They fail to identify the true reasons behind declining performance.
Two customer groups are all too often overlooked:
- Your competitors’ customers. Understanding why they didn’t choose you can reveal much more about your lack of loyalty drivers or weak brand attractiveness.
- Customers who intended to buy but didn’t. Studying their experience helps you understand how to improve your conversion rate.
Taking these perspectives into account would prevent many executives from focusing solely on the same recurring “customer experience irritants.” Those issues may be the most visible in classic NPS studies—but not necessarily the most critical to business performance.