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What Companies Learn from Customer Satisfaction Surveys

Idea posted: September 2015
  • Marketing

Are customer satisfaction surveys worth the trouble? Addressing and correcting for some of the core issues with customer satisfaction surveys — specifically, that they are based on perceived and not actual performance, and that there is a potential bias in the results based on who fills out the surveys — a new study confirms that they provide vital information for businesses, including the link between performance and customer behaviour.

Idea #543
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Participants in the 2008 World Wide Knit Day. Knitters learnt about this event from Ravelry.com, an online community for knitters (Source:Wikipedia Commons)

Social Dollars and Online Customer Communities

Idea posted: September 2013
  • Marketing

Many companies have now launched brand-specific online communities. Using data from a specific retailer, a research team from University of Michigan’s Ross School of Business and Wilfrid Laurier University sought to measure the actual revenues generated by an online community — also known as ‘social dollars’. Their findings confirm the effectiveness and profitability of online communities. Nearly 20% of the revenue from community customers in their research could be traced to their joining the community. Social dollars also persisted over time — the spending was not a temporary spike due

Idea #206
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