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Mike Gorun

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The Most Misinterpreted Question on Every Customer Survey

 

On a scale of 1 to 10, please rate your most recent experience, with 1 being very dissatisfied and 10 being very satisfied.

This question seems pretty straightforward, but in fact, this is the most misinterpreted question on every customer survey. Many auto dealers erroneously equate “very satisfied” with “loyal” when this is not the case. A satisfied customer does not mean they have any intent to visit your business again or purchase from you in the future.

Customer loyalty, however, can be used to more reliably predict sales and financial growth. While satisfaction is an attitude, loyalty is a specific buying behavior.

A loyal customer:

•  Makes regular repeat purchases.

•  Purchases everything you sell that they could possibly use.

•  Encourages others to buy from you.

•  Demonstrates immunity to the pull of your competitors.

It should be noted that each trait of loyal customers contributes – either directly or indirectly – to your sales; so as your loyalty base grows, chances are your sales will too.

When surveying your customers, be sure to ask questions that help you understand their buying habits. Don’t limit yourself to finding their level of satisfaction; aim to find those who are loyal – and to keep them that way

How do you measure customer loyalty? What types of questions could you use in surveys to help you gauge loyalty?

This blog is condensed from the article “Loyalty: So Much More Than Satisfied” on Driving Retention, the auto dealer’s one-stop service rewards program resource.

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