This slide shows something most CX gurus don’t acknowledge — top satisfaction scores and market leadership seldom go together.

Volvo are no. 1 for CSAT and grew sales 27.6%. This is the kind of statistic CX pundits love.

Unfortunately, Ford are second to last in CSAT but sold 27 times more cars than Volvo. Mitsubishi came 23rd for CSAT yet grew sales by a similar amount to Volvo. WTF?

It’s because CSAT scores and sales % increases are meaningless without weighting for market share.

Volvo and Mitsubishi both have tiny market share and sales. Volvo’s 27% sales increase is only 11,312 cars. Ford however, sell close to 1.5m cars a year. Increasing sales by 27% is somewhat harder for them.

That’s not all. High market share means serving a broad customer base, and you can’t please everyone all of the time. Ford’s CSAT scores are lower because they’ve got more people to satisfy, not because they have a poor CX.

The implications are profound. If market leaders benchmark their CSAT against smaller rivals they throw money away trying to win an unwinnable contest.

More importantly, strategies that maximize CSAT and those that maximize market share aren’t the same!

Read this book to find enlightenment

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