Ten point scales are very popular ways for measuring customer satisfaction or customer experience. It used to be fashionable to make an average of customer ratings and give this the status of an index. However, this suffered from a few cosmetic issues.
A lot of initiatives aimed at activating and surveying customers fail because they actually fear them. Sometimes a bad conscience pervades. Small and easily solvable mistakes, might become public. It’s unclear which direction the customer is coming from, and how much they actually know, when they reply; especially if they have never been asked anything by you before. The mood will range between supporter and opponent.
The omnipresence of the internet compels us to take a more expansive look at the customer journey. Is it much more complicated to develop your own brand? In discussions with agencies, a whole range of reasons are given, explaining that each customer is an individual. I think this has always been the case, but nobody recognized it.
Can a supplier see themselves as the customer sees them? The customer and supplier are two sides of the same coin. To succeed in understanding the point of view of the customer takes great effort. To speak the language of the customer is an even higher wish than to be able to see through their eyes. One necessitates the other. On the other hand one also enables the other.