There is an excellent post at the blog modern marketing today. I agree that the word ‘satisfied’ is not a very good description when you are talking about “experience” being your differentiator.
I thought about some surveys so here is a list of 5 choices on a survey and what a person really means when asked:
How has the service been when dealing with the credit union?
- Great – which usually means – I don’t want to tell you the truth or offend you.
- Normal – which usually means – Why are you asking me this? Do I get to win something if I say it’s better?
- OK – which usually means – I put up with you guys but boy if I found a better place I am out of here.
- Not very good – which usually means – This place sucks! I don’t know why I am still here, probably because my mom opened an account here when I was 3.
- Bad – which usually means – I am a disgruntled ex-employee and want to make you guys pay or I am getting paid for some competitive intelligence from the guy down the street.
The Filene Report Denise mentions is excellent and is a great starting point in measuring the Net Promoter Score which is the benchmark we all should be paying attention to. At the end of the report it talks about the next steps for improving member experience. You can spend a lot of time measuring, you can view and chart the results but what are you going to do to improve? One suggestion is that any effective strategic plan will require “Leadership practices that instill customer focus, passion, and values.” Voila! A key ingredient. Leadership.
So in large part bad service can easily mean bad leadership. Not paying attention to something that is hard to measure in any realm. But instilling customer focus and passion and values? That doesn’t happen overnight. Leadership needs to create the ability of the people working in the organization to what I call “make meaning” in their workplace. The environment must be right. Values statements are a long and arduous process. Values are discussed, debated, argued. Values must in some way be part of the individuals own personal make up. (You’ve arrived when you can say to everyone that when they make any decision that is true to these values they have always made the right decision). And when you do arrive at a common, published values statement made up from all individuals, there is a commonality that as a consequence begins the passion. When someone can make some meaning in their job they are quick to become passionate. Now, how do you measure passion?