LINKING CUSTOMER VALUE AND ENGAGEMENT BEHAVIORS IN A CUSTOMER SATISFACTION SURVEY
(A2023-114554)

AUTHORS

Tom VILLENET, Université Lyon 3 - Jean Moulin; William SABADIE, iaelyon School of Management

ABSTRACT

Customer satisfaction surveys are often analyzed through the ratings of satisfaction or NPS. We analyze the various engagement behaviors in a customer survey by studying their link with purchasing behaviors of 188 642 customers of a fashion & footwear company. We empirically demonstrate that customer engagement behaviors in N can be linked to lower churn rates and higher future customer value in N+1. We highlight a hierarchy between the engagement behaviors and identify click-through and elaboration to an open-ended question as the most important behaviors to identify the company’s best customers. We also compare engagement behaviors to declarative data (NPS and satisfaction ratings) and show that survey-based attitude scores don’t bring any significant additional value on future value compared to the reaction to the satisfaction survey request and more specifically the click-through behavior.