It’s a widely known fact that it can cost up to seven times more to acquire a new customer than it is to keep an existing one. There is no guessing then why measuring customer experience is (or should be) at the top of every marketer’s priority list. Bill Gates once said, “Your most unhappy customers are your greatest source of learning.”

Customer is king – the raison d’être of every business. Varsha Chitale tells us why it is imperative for all businesses to listen to their customers. Customer loyalty, in particular, is of great value to any company. Net Promoter Score, a popular metric today, answers the crucial question on how likely our customers are to recommend us to their friends.

In a typical voice of customer (VoC) study, numerically low ratings from a few can get overshadowed by the majority. Yet, these could be crucial early warning signals. Arun Jethmalani demonstrates why aggregated or average ratings tend to hide problems and potential opportunities.

On another note – do have a look at our recent research report on India’s home water purifier industry, a part of our series of short industry reports.

As always, we hope you enjoy reading our newsletter, and we look forward to your comments.

Best regards.