• Wed. May 29th, 2024

Overcoming Paradoxes in Customer Science: How to Exceed Expectations and Avoid Consequences

BySamantha Nguyen

Mar 26, 2024
The Essential Role of Customer Science for CIOs

Customer feedback is more accessible than ever, and businesses must strive to exceed customer expectations to avoid negative consequences. Failure to meet expectations can have severe consequences, as seen in the case of Snapchat’s $1.3 billion market value loss after Kylie Jenner tweeted a negative comment about the app’s new layout. In 2016, US companies lost a staggering $1.6 trillion due to customers switching to competitors because of poor service.

One challenge in the pursuit of customer science is the presence of paradoxes. The common saying “The Customer is King” suggests that businesses should prioritize customer satisfaction above all else, yet many organizations lack a designated individual responsible for ensuring positive customer interactions. This raises questions about the roles of emerging positions like chief customer officer or chief experience officer.

Glenn Laverty, former president and CEO of Ricoh Canada, addressed this paradox by integrating customer experience metrics into every employee’s compensation structure. By tying compensation to customer satisfaction, Laverty was able to create a culture focused on meeting and exceeding customer expectations.

At Boeing, there has been evidence that production throughput metrics have been prioritized over safety considerations. Customer science can help businesses create a balanced approach by aligning everyone’s compensation with customer experience metrics.

Claes Fornell, founder of the American Customer Satisfaction Index, has highlighted another paradox in customer science: despite organizations collecting more customer data than ever before, there seems to be a disconnect in understanding how to use this data effectively to improve customer satisfaction. As the emphasis shifts towards customer science, it is crucial for businesses to leverage data efficiently if they want to better meet customers’ expectations and avoid negative consequences like those suffered by Snapchat and other companies that fail to deliver on their promises.

By Samantha Nguyen

As a content writer at newsqwe.com, I am passionate about crafting engaging and informative articles that captivate our audience. With a background in journalism and a keen eye for detail, I strive to deliver content that is not only well-researched but also adds value to our readers' lives. From breaking news stories to in-depth features, I take pride in my ability to tell compelling stories that resonate with our diverse audience. When I'm not typing away at my keyboard, you can find me exploring new cafes, practicing yoga, or getting lost in a good book. I am thrilled to be a part of the newsqwe.com team and look forward to sharing my love for writing with all of our readers.

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