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 am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

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