The High Price of Customer Satisfaction _ MIT Sloan Management Review

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1、Youhaveread1ofyour2freearticlespermonth.Toenjoymorearticleslikethis,subscribetoMITSMR.TheHighPriceofCustomerSatisfactionMagazine:Spring2014•ResearchFeature•March18,2014•ReadingTime:25minTimothyKeiningham,SunilGupta,LerzanAksoyandAlexanderBuoyeManagersoftenassumethatimprovingcustomersa

2、tisfactionandfinancialperformancegohandinhand.Thereality,however,ismuchmorecomplex.“Satisfactionguaranteedoryourmoneyback.”Thatbusinesspromisehasbeenmadetoconsumerssince1875,whenMontgomeryWardusedittodifferentiatehismail-ordercatalogfromotherretailers.Commitmenttocustomersatisfactioni

3、snowavowmanybusinessesmake.Itiscommontofindmissionstatementsandmarketingplansthatspecificallyaddresscustomersatisfaction;compensationsystemsthatincorporatesatisfactionmetricsintotheirbonuscriteria;andadvertisementsthattrumpetcustomersatisfactionawards.Nichebrands,suchastheFiveGuyschai

4、nofrestaurantsspecializinginburgersandFrenchCustomersatisfactionhasbecomethemostwidelyfries,oftenhavehighercustomersatisfactionusedmetricincompanies’effortstomeasureandlevelsthantheirlargermass-marketcompetitors.managecustomerloyalty.1TheassumptionissimpleImagecourtesyofFlickrusermike

5、fabio.andintuitive:Highlysatisfiedcustomersaregoodforbusiness.However,therealityhasnotprovennearlysosimple.Infact,wehavefoundthatifyoulookacrossindustriesatthecorrelationbetweencompanies’customer-satisfactionlevelsforagivenyearandthecorrespondingstockperformanceofthesecompaniesforthat

6、sameyear,onaverage,satisfactionexplainsonly1%ofthevariationinacompany’smarketreturn.AnotherrecentexaminationoftherelationshipbetweensatisfactionandstockperformancebyBloombergBusinessweekreportedevenworseresultsthanourown.Ina2013articleentitled“ProofThatItPaystoBeAmerica’sMost-HatedCom

7、panies,”themagazinereportedthat“customer-servicescoreshavenorelevancetostockmarketreturns…themost-hatedcompaniesperformbetterthantheirbelovedpeers…Yourcontemptreally,trulydoesn’tmatter…Ifanything,itmighthurtcompanyprofitstospendmoneymakingcustomershappy.”2Thesefindingsweresounexpected

8、thatc