The satisfaction score is 8.4. The people who left never answered.

Customer satisfaction scores have a habit of improving in the months before churn accelerates, and the reason is built into how the number is collected.

By Steve 5 min read
Abstract bridge artwork for The satisfaction score is 8.4. The people who left never answered.

A pattern worth noticing: a business tracks satisfaction quarterly, the score holds steady or edges up, and then a renewal cycle arrives and retention is materially worse than the year before. Nobody was warned. The number that exists precisely to warn them went the wrong way. This is rarely a measurement error in the ordinary sense. The responses were real, the arithmetic was right, the sample wasn’t tampered with. The problem is structural: the customers most likely to leave are the customers least likely to fill in the survey, and…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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