Customer satisfaction improves financial performance

Join CX league

Receive weekly curated CX content by joining my newsletter with 1000+ readers from companies like Randstad, Forrester, Egon Zehnder, T-Mobile, Salesforce and more.

Even in 2011, there are still companies which doubt the financial value of satisfied customers. I know, it’s hard to believe….. They wonder whether investing in satisfied customers will in the end truly influence turnover, profit, cash flow, shareholder value, etc. Various articles have already been published in which this relationship is proven. They have now been collected in the book titled “The Satisfied Customer – Winners and Losers in the Battle for Buyer Preference” by Claes Fornell.

Fornell and his colleagues have been measuring the American Customer Satisfaction Index (ACSI) for many years. It determines how companies from all kinds of branches score on customer satisfaction, in relation to their financial performance. And for many years, they have been able to prove that customers who score well for ACSI also have a better market performance than those companies with a lower ACSI score. If you’re looking for concrete munition concerning the relationship between satisfied customers and the financial performance of the company, then their book is certainly worthwhile. If you’re specifically looking for the sources of articles which have proven this relationship, check out page 134, the first footnote of chapter 5.

Join CX league

Receive weekly curated CX content by joining my newsletter with 1000+ readers from companies like Randstad, Forrester, Egon Zehnder, T-Mobile, Salesforce and more.

More To Explore

Customer Experience Management

Human Centric CEO Podcast: Interview with Emre Gurkan (Zain Iraq)

When I first met Emre, I was immediately struck by his energy and his ability to connect the technical with the deeply human. Here was someone who had walked an extraordinary path—from programming in C++ to singing opera, from consulting with global giants to leading cultural transformation in Iraq. As I listened to his story,

Customer Experience Management

Human Centric CEO Podcast: Interview with Naiara Cantabrana (Randstad)

As I sat down with Naiara for this podcast, one thought kept resonating in my mind: Why do some organizations thrive not just financially, but also as places where people genuinely want to be? The answer, I believe, lies in the magic of human-centricity—a concept that touches everything from leadership behaviors to company culture and