COS

NEWS

Asking buyers (or active customers) about their level of satisfaction is a useful way of getting feedback on the experience… of those who have been to the checkout (or who are still active). What about those who – disappointed with their visit – didn’t buy, or worse, those who know you but preferred to go to a competitor?

Traditional customer surveys lead network managers into a kind of blindness about the real reasons for lost performance.

Two “populations” are too rarely studied in these companies:

Your competitors’ customers. You need to understand why they didn’t come to you. You’ll learn a lot more about the reasons for their lack of loyalty or low attractiveness.

Customers who fail to buy when they intend to… to understand how to optimize the conversion rate.

This would prevent too many managers from focusing solely on a few customer experience irritants (always the same ones), which may be less decisive in customer performance than those not visible in conventional NPS studies.