Businesses Should Stop Worrying About Satisfaction And Focus Instead on Customer and Employee Advocates
      Businesses that want to effectively manage their future growth need to stop worrying about customer and employee satisfaction and focus more on measuring how many customer and employee advocates they have and creating more of them, consulting firm Robinson & Associates, Inc., announced today.

      "A study in Harvard Business Review found that there is zero correlation between customer and employee satisfaction and the future growth of any business," says Martin R. Baird, chief executive officer of Boise, Idaho-based Robinson & Associates. “That’s right, absolutely no correlation between satisfaction and growth.

      "How can this be? All employees are told that customer satisfaction is THE most important thing. Yes, customers want to be satisfied, just as employees want to be satisfied with their work. But measuring satisfaction in either camp is a very poor way to predict future growth."

      Baird offers the following seven tips on satisfaction, advocacy and business growth.

      Tip No. 1. It’s pointless to conduct customer satisfaction surveys. "Customers can be very satisfied the day you do the survey and extremely dissatisfied the next day,” Baird says. “They are fickle and their level of satisfaction shifts with the wind. Thus, their degree of satisfaction on any particular day means nothing about a business’s future growth."

      Tip No. 2. It also is a waste of time to roll out employee satisfaction surveys. "Employees are just as fickle as customers, if not more so,” Baird notes. “Besides, if you learn that your employees are dissatisfied, what are you going to do about it? Probably nothing, making employee satisfaction surveys a waste of time and money. They have no bearing on a business’s growth."

      Tip No. 3. Get out of the satisfaction rut and focus instead on creating guest and employee advocates. "An advocate is a person who will do something for someone else without hope of personal gain,” Baird explains. “Thus, customer advocates spread positive word-of-mouth advertising about a business among friends and family members without the company asking them to do so. Employee advocates also have positive things to say about the place where they work. Because they are advocates, they are likely to remain at the business, thus reducing turnover, and they encourage friends to apply to work there, expanding the company’s applicant pool."

      Tip No. 4. Customer and employee advocates both contribute to the bottom line over time. "Customer advocates return to a business again and again and that is repeat business,” Baird says. “Their positive comments about a business may encourage other people to go there and that’s new business. Employee advocates are not looking to jump ship at the first opportunity. They are committed to the business’s long-term growth."

      Tip No. 5. Measure advocates. "Because advocates are so important to a company’s future, businesses should measure the degree to which they have advocates," Baird says. "Determining if people are advocates is an extremely accurate yardstick of future growth."

      Tip No. 6. Create more advocates. "The more advocates a business has, the more successful it will be," Baird says. "The first step toward creating advocates is knowing what customers and employees want."

      Tip No. 7. Go beyond satisfaction. "Look for ways to more than just satisfy customers and employees," Baird says. "Look for ways to move them to the level of freely sharing with others how great your business is."

      Robinson & Associates, Inc., is a Boise, Idaho, consulting firm that helps businesses measure and manage the quality of customer service and improvements to their internal operations to enhance business performance and increase revenues. It is a leading company in marketing and client retention and development. Robinson & Associates may be reached at 208-991-2037 or at

CONTACT: Tom Ellis
Ellis Communications, Inc.
Phone (417) 881-5635
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