The power of customer feedback is undeniable in today’s world. Every customer has a platform to share their opinions, making it critical for businesses to meet or exceed their expectations to avoid negative impacts.

For example, on February 21, 2018, Snapchat experienced a loss of $1.3 billion in market value in just one day after celebrity Kylie Jenner’s negative tweet regarding the app’s new look. This incident is just one of many examples of the high cost of not meeting customer expectations. In 2016, US companies lost a total of $1.6 trillion due to customers switching to competitors as a result of poor service.

One of the challenges on the way to customer science is the presence of paradoxes. Despite the common saying that “The customer is king”, many organizations lack a designated person with the authority to ensure that every interaction with the customer is a positive one. This raises questions about the roles of new positions such as chief customer officer or chief experience officer.

Glenn Laverty, former president and CEO of Ricoh Canada, addressed this paradox by integrating customer experience metrics into each employee’s compensation structure. By linking compensation to customer satisfaction, Laverty was able to instill a culture focused on meeting and exceeding customer expectations.

At Boeing, there is a clear indication that production flow metrics took precedence over safety considerations. Customer science can help organizations create a balanced approach by aligning everyone’s compensation with customer experience metrics.

Claes Fornell, founder of the American Customer Satisfaction Index, highlighted the paradox of data in customer science. Despite organizations collecting more customer data than ever before, there seems to be a disconnect in understanding how to use that data effectively to improve customer satisfaction. As the emphasis shifts towards customer science, it is essential for businesses to use data effectively and create an environment that focuses on meeting and exceeding customers’ expectations

By Samantha Johnson

As a dedicated content writer at, I immerse myself in the art of storytelling through words. With a keen eye for detail and a passion for crafting engaging narratives, I strive to captivate our audience with each piece I create. Whether I'm covering breaking news, delving into feature articles, or exploring thought-provoking editorials, my goal remains constant: to inform, entertain, and inspire through the power of writing. Join me on this journalistic journey as we navigate through the ever-evolving media landscape together.

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