“The customer is always right.”  This mantra has been repeated so often as to become nearly cliché, so why do we hear it so often?  Because the success of a company is largely defined by the happiness of its customers.  Understanding a company’s performance across various metrics and logistics is important, but at the end of the day, customers alone drive the business.  Understanding and ensuring “customer satisfaction” is key to establishing good customer relationships and building loyalty…ultimately leading to a company’s success.

Net Emotion Score

There are many ways to track customer satisfaction, Net Promoter Score, or NPS, is one of the more prevalent methods. NPS is an index ranging from -100 to 100 that measures the likelihood of customers recommending a company’s products or services to other people. It’s a way for companies to gauge the overall satisfaction of a customer, but that is the problem.

Overall satisfaction provides a general understanding of customer satisfaction and, in highly competitive markets, that just won’t cut it anymore.  There are so many different factors to consider when measuring customer satisfaction, including price, selection, environment, customer service, etc., that “likelihood to recommend” may not directly correlate to “overall satisfaction”. For example, if someone is shopping at a high-end retail store and has a nice experience, but can’t afford the clothing, they may recommend the company to others, without being satisfied themselves.

With that in mind, we believe it’s time for companies to augment NPS with a more customized customer satisfaction measurement to ensure the satisfaction and loyalty of all types of customers. This is where the Net Emotion Score, or NES, comes in.

What is a Net Emotion Score?  An NES is calculated by understanding the difference between positive emotions and negative emotions associated with a brand or product.  Measuring the emotional impact of a brand or product allows a company to better understand their customers’ emotions, rather than only measuring their satisfaction. And yes, there is a difference.

At The Martec Group, we use a variety of Emotion Intelligence tools to help our clients measure their customers’ emotions towards their brands and products. This leads to more personalized customer experiences based on connecting with how customers feel on different levels. While there may be a connection between NPS and NES, there tends to be a gap, as NPS measures satisfaction in a static environment, while NES measures emotional connections.

Because of how competitive many markets have become, we believe the ability to emotionally connect with your customers is the key to success. Customers will use products and services to which they are emotionally drawn, whether that be due to advertising, rewards programs, personalized promotions or just the message of the brand itself. Beyond that, many customers want more than a product or service, they want an experience. They want to walk away from a purchase feeling good about themselves and the company from which they purchased.

So, the next time you need to understand “customer satisfaction”, remember that emotions reveal so much more than satisfaction. Dip deeper into your analysis and find out what truly drives the emotional decisions your customers make.  This will help you provide the best experience possible, which ultimately will build stronger relationships, customer loyalty, higher sales and better profit.

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