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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About Bruce Temkin, CCXP
I am a customer experience transformist, helping large organizations improve business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. I am also a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Simply put, I am passionate about spotting emerging best practices and helping companies master them. And, as many people know, I love to speak about these topics in almost any forum. My “title” is Managing Partner of the Temkin Group, a customer experience research and consulting firm that helps organizations become more customer-centric. Our goal is simple: accelerate the path to delighting customers. I am also the co-founder and Emeritus Chair of the Customer Experience Professionals Association (CXPA.org), a non-profit organization dedicated to the success of CX professionals.

One Response to CX Tip #16: Analyze Promoters and Detractors Separately

  1. Bruce. I agree…loyalty is not the opposite of dissatisfaction.It’s important to know what makes customers happy…then keep doing it!

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