The Ultimate Judge In Customer Experience

uSwitch.com just published their 2010 Customer Satisfaction Awards. This study provides a clear view as to how customers rank the service they receive across different providers. It is simple and to the point and provides clear guidance. You want better value and quality, there are vendors who deliver it, and others who do not.

It was interesting to note that “The Best deal” question generated lukewarm results. Consistently companies ranked between the low 40’s and the mid 50’s. Nothing close to the 92% O2 received on overall satisfaction. The reason? We have discussed the issues many times and included it in my lasts book Customer Experience Strategy – The Complete Guide From Innovation to Execution (41, 2010). (For a Free chapter visit www.CEStratgeyTheBook.com.) In reliability based experiences such as insurance, utilities, telecommunication and baking, customers do not know how to put a price tag on the value of reliability. As such they let the value perception erode over time and opt for a discount strategy. Companies ought to develop mechanisms to help customers see the value.

As for the study, different mechanisms were used to “shame” the companies that fail to excel. Unfortunately, we did not see massive changes in customers purchasing patterns. According to the study above, we should see customers standing in line at O2 stores to switch. Not sure it is happening. If customers are not willing to act on their dissatisfaction, then they should deserve the service they tolerate. For all the companies that are striving for honest improvement, its time to measure yourself publicly and against your competitors. It will be a great way to rally the troops and get everyone to commit to changes. If your employees will not be embarrassed by being ranked so low, then you have a bigger problem than you thought.