CX Tip #16: Analyze Promoters and Detractors Separately

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CX Tip #16: Analyze Promoters and Detractors Separately
(Customer Connectedness)

Companies often focus their efforts obsessing about why customers are unhappy. While this is great for eliminating detractors, it may not actually increase customer loyalty. Why? Because loyalty is not the opposite of dissatisfaction. In addition to analyzing unhappiness, you should also analyze what makes customers really happy and loyal, which is often more than just eliminating problems. A focus on loyalty will also create a more positive vibe inside of an organization, since it’s a good counter-balance with the overwhelming negative feelings that can be associated with discussions about problems.

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I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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