REQUIRED READING Owen: It [disrupts] a comfort level and
perhaps even complacency that compa-
Hear Ye, Hear Ye, Tell All About It nies give into because they think cus-
tomer satisfaction is important. Metrics
matter. If you’re…reporting 90 percent
he relationship between satis- All of a sudden everyone’s interested in customer satisfaction, what you’re inter-
faction and loyalty may be cor- [customer satisfaction and retention]. The nally thinking is, “We’re doing fine.” It’s a
related, but according to the problem is if you haven’t been interested shock to learn that that’s more or less
authors of Answering the Ulti- in this topic for the last three, four years, irrelevant [now that] your Net Promoter
mate Question—Richard Owen, chief you’re probably not going to be able to score is much lower because you’re not
executive officer at Satmetrix, and Laura suddenly decide, “Oh, wouldn’t it be nice creating Promoters. You’re not as good as
Brooks, the company’s vice if our customers liked us?” you think you are.
president of research and con- CRM: Are these companies CRM: How does answering the “ultimate
sulting—the correlation doesn’t beyond repair? If so, how can question” change customer service?
imply causation. Solving a they benefit from the book? Owen: Historically, service has been
problem on a one-off basis may Owen: Companies that have disconnected from marketing in terms of
save you from a blogosphere a strong commitment and measurement. That’s a mistake. How you
thrashing one day, but the good practices already in place measure the effect—from a customer
momentary relief doesn’t com- will recognize that they have to perspective—of your service opportu-
pare to the security of a devoted dial it up and raise their game nity is usually a leading indicator of the
(and vocal) consumer. CRM’s significantly. There’s always overall health of your customer loyalty,
Assistant Editor Jessica Tsai spoke with going to be something to learn…and brand, retention, [and] upsell metrics.
Owen about how a single question could sometimes just reaffirmations are helpful. We’re trying to solve one of the longest-
save your company. For the group that’s suddenly woken standing problems in the service organ-
CRM magazine: Especially given today’s up, [this] is a perfect time to read the book ization: Service is an asset to the com-
economy, service is critical. Are companies because you can put the right emphasis pany and not just a cost.
acknowledging this impetus for change? [that will] result in your program being In a service environmen