Bad Thing! Or Why Segmentation by Consumer Attitudes May Be Dangerous
There are related issues with what we can describe as quasi-behavioral measures, such as single question metrics (likelihood to recommend to a friend or colleague or the amount of service effort required on the part of a consumer); or traditional customer loyalty indices (where future purchase intent is included, but also attitudinal questions such as overall satisfaction). It's not that they don't offer some segmentation guidance. They do—on a macro or global level; but they tend to be less effective on a granular level, especially where elements of customer touchpoint experience are involved.
And, they tend to have limitations as predictors of segment behavior, a key business outcome for marketers and operations management. When compared to research and analysis techniques, such as customer advocacy and customer brand-bonding, which are contemporary, real-world frameworks built on actual customer experience—high satisfaction scores, high index scores and high net recommendation scores produced likely future purchase results (in studies across multiple industries) which were often 50 percent to 75 percent lower than advocacy or brand bonding frameworks. I'd be happy to provide proof for anyone interested in reviewing the findings.
So, that's the scenario. The challenge, and potential danger, for marketers and those responsible for optimizing customer experience is that these attitudinal and quasi-behavioral questions are just that—attitudes and quasi-behaviors. Attitudes are fairly superficial feelings, and tend to be both tactical and reactive. And, because they are so transitory, their predictive value is often unstable and unreliable. Quasi-behaviors are also open to many similar challenges. More importantly, attitudes and quasi-behaviors are not behaviors, such as high probability downstream purchase intent based on actual previous purchase, evidence of positive and negative word-of-mouth about a brand based on prior personal experience, and brand favorability level based on experience. These are especially valuable in understanding competitive set, and they have real, and very stable, predictive and analytical value for marketers.
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