assessing the economic value of making the …（评估的经济价值,使u2026）.pdf

Point of View Assessing the Economic Value of Making the Right Customer Satisfaction Decisions—and the Impact of Dissatisfaction on Churn By Joel Barbier, Andy Noronha, and Amitabh Dixit, Cisco® Internet Business Solutions Group (IBSG) Research shows that addressing customer dissatisfaction issues and improving customer loyalty can be a very profitable strategy. This paper summarizes Cisco IBSG secondary research findings that provide useful references when it comes to quantifying decisions that impact customer satisfaction. More specifically, it provides: ● Quantified examples of how customer dissatisfaction causes churn ● A methodology to size the value associated with improving customer satisfaction Debunking Several Myths About Customer Satisfaction More often than not, enterprise decision makers dismiss customer experience and satisfaction as quantifiable drivers of revenue growth and profitability. Many executives feel that costly levels of customer care are required to exceed customer expectations. Others argue that despite a negative customer experience, it is not economical to reach a superior level of service, as most customers will remain loyal to a company and relatively few will actually leave. Finance executives also often argue that improving customer loyalty is a “soft” metric and cannot be considered when assessing the economic value of an investment. Research indicates that these common ideas may result in making the wrong decisions about customer service. It shows that poor customer experience may result in either lower