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Bits and pieces from the Crowd Scientists
Why You Should Stop Measuring Site Satisfaction
Ok, so you shouldn't stop measuring how your visitors feel, but I maintain it is far more beneficial for you to measure site dissatisfaction.
It is a well-known fact that consumers are far more likely to discuss and share a bad experience than a good one. In fact, most estimates put the number at 12, angry consumers will tell 12 people about a bad experience they have, and you're lucky if they tell one about a good experience.
Additionally, in today's technology hungry world, bad news can spread faster, and wider, than ever before. Consumers are no longer just telling their family and friends, they are sharing with complete strangers. Bottom line is, bad reviews hurt business, so the more angry customers you have the worse off you are.
I could go on-and-on expounding on the many perils of a bad consumer experience. But suffice it to say, angry customers are far more detrimental to your business than satisfied ones. So why then do a majority of companies focus only on the satisfied portion when measuring site satisfaction?
I believe it would make more sense to focus on the unhappy, or on-the-fence customers, and figure out what it would take to convert them to satisfied. No matter how you slice it, this would lead to increased revenue.
Thoughts? Comments? I'd love to hear what everyone else thinks!
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