Stickiness is not happiness

Monday, 19 November 2012 00:00 - - {{hitsCtrl.values.hits}}

Stickiness is a criteria used to measure the duration a customer remains with a service provider – the argument being if they have not moved out, they must be happy!

In measuring customer satisfaction (particularly in industries like banking and telecom where the ‘hassle’ of moving from one to another is perceived to be cumbersome), customers do bear up a considerable degree of ‘pain’ before they reach the ‘crunch point’ of attrition.

It pays to find out how many of your customers would consider a shift at some point in the future – if switching was completely ‘hassle-free’.