Gallup Research, Jones and Sasser and other consultants have found that to impact re-purchase and advocacy rates, a level of  "extraordinary," "total" or "emotional" satisfaction must be achieved. But many organizations think that satisfaction is enough. Accordingly, the tools they use to measure the quality of their customer experience, such as 1-to-5 surveys, closed-ended questions, poorly enacted mystery shops, etc., fail to accurately identify how customers feel and, consequently, prevent them effectively raising loyalty levels.

In light of this, it is imperative that you, as a marketer, look outside of the satisfaction box and find out what's really going on and what will exceed customers' expectations. That's where Interaction Metrics Customer Listening comes in. Using in-depth, open-ended customer questions and detail-oriented persona driven mystery shops we find out how your loyal customers AND your defectors interpret your company.

To discuss how our Customer Listening compares against traditional customer survey approaches, let's talk.