025 The Invisible Touch – The Surprise At General Motors
What Is Satisfaction
This section of Harry Beckwith's book, The Invisible Touch, is particularly poignant in this age of car manufacturer bailouts, restructuring, new car models, and tremendous economic pressure on both domestic and foreign manufacturers.
Mr. Beckwith writes that GM surveyed many of its owners and found many of them Satisfied and Very Satisfied.
But then… they turned around and purchased Fords, Hondas, Toyotas. Less than half repurchased the same GM make again.
And as we know with the power of hindsight, GM's market share plummeted.
Mr. Beckwith contends that client satisfaction is nearly meaningless and measuring it will provide you information worth nothing.
Other than telling you that your percentage of satisfied customers is going up or down, it's nearly meaningless.
Why Satisfaction Levels Are Meaningless
Think about it for a minute – I can be thoroughly satisfied with my car but still desire to have another brand (that has been the case with me for a long time). Asking me how satisfied I am won't tell Ford much about what I will do NEXT, unless they ASK me what I'll do next.
And even then, I may SAY one thing, but when it's time to purchase a new car, my actions may be very different.
In my own situation, I have a Ford Escape which for several years was perfect for my photography and video businesses. Gear goes in and out very easily, there's plenty of room, and because it's a small SUV, the gas mileage is good.
But I long to get back to a BMW… that was the car I was driving when Pam and I were married. She tried to learn how to drive a "stick shift" car, made the gears bellow that grinding sound, and I just "had" to sell it – I couldn't put a BMW through THAT!
So, one of these days, I'll head back. I've been with Mercedes, Cadillac, Oldsmobile, and Ford… but that little boy (hot-rodding yuppie?) deep inside me still wants my BMW.
But if Ford asked me, I'd say "satisfied."
Do you see what I mean?
So… ask less and make SURE people really love what you do… and they become Raving Fans to tell others. More time DOING and less time ASKING will get you more business.
Best,
Charlie Seymour Jr
Blogging, Podcasting, Consulting
The Invisible Touch – A Marketing Blog Series By Charles Seymour Jr
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Charlie Seymour Jr is an entrepreneurial evangelist and marketing-success coach helping individuals and companies (up to $100MM) explode their success through online and direct-response marketing. He specializes in blogging, podcasting, photography, video, and Facebook applications. Visit his blog at http://bit.ly/24eYTO to learn more about his successes.
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Fallacies of Marketing
025 The Invisible Touch – The Surprise At General Motors
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