The satisfaction score is 8.7. The customers who left never answered.

Satisfaction can rise in the same year retention falls, and both numbers can be honest. The reason is in who fills the survey in.

By Steve 5 min read
Abstract bridge artwork for The satisfaction score is 8.7. The customers who left never answered.

A board sees two numbers in the same pack. Average satisfaction has moved from 8.4 to 8.7. Logo retention has fallen from 91% to 86%. Someone asks which one is wrong. Usually neither is. They are measuring different populations, and the gap between them is where most of the useful information sits. The survey samples the survivors A satisfaction programme almost always runs against the current customer base. Anyone who left is out of scope by construction. That alone would bias the result upward, but the more corrosive effect happens…

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