2/7/2013

Customer Satisfaction or Creating Change

photo credit: roland via photopin ccphoto credit: roland via photopin cc photo credit: roland via photopin cc

The business world puts a lot of effort in understanding customer satisfaction. Not only their own customers but what the rest of the industry’s customers are saying.

Apple is highly focussed on it. In fact, the new CEO Tim Cook looks like he is more obsessed about that.

From Daring Fireball:

Apple has always placed a lot of importance on customer satisfaction surveys, but I think it has increased under Tim Cook. At least twice in the past year, in public remarks, I’ve noticed Cook refer to customer satisfaction as customer sat” — and it’s rare for Apple executives to drop into jargon on-stage. I suspect it’s a tell that he uses the term so frequently that he can’t help it. I know many people are nervous about the long-term effects of a numbers guy” running Apple, but what makes Cook a good fit is that he’s most obsessed with the right kind of numbers: those that attempt to quantify how happy Apple’s customers are.

There is a good measure of customer satisfaction call the Net Promoter Score where the idea is that if you have more customers promoting your brand than detractors than you are doing very well.

The interesting thing is that in a lot of social programs the customers for these programs may be satisfied and may even rate them high (ofcourse in most cases, its not like there is a marketplace to choose from), the key thing here is not satisfaction but are we creating change?”. Focus on results as Drucker would say is far more important than mere satisfaction. The bar is high.

A CEO in the social sector should be focussed on the numbers (through evaluation) that tell that we are creating change.


Humanomics


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