Record Complaints; Falling Customer Satisfaction; Record Profits. What Is Going On!

Customer satisfaction in the US has just suffered its sharpest fall this century outside of COVID. Complaints are at record levels. And corporate profits? Also at record highs. Those three things aren't supposed to happen at the same time. Friend of the show Forrest Morgeson, Director of Research at the American Customer Satisfaction Index (ACSI), returns to help Colin Shaw and Professor Ryan Hamilton make sense of it.

Ryan asks a question that changes how all three of them look at customer experience. If he's right, the declining scores aren't a failure at all. If he's right, the declining scores a failure at all. They might be a choice.

Best Quote from the Episode:

"We've built up a reservoir of goodwill with our customers. And it's going to last a while... But that reservoir won't last forever." — Forrest Morgeson

Key Takeaways:

- Why satisfaction and profits are moving in opposite directions, and what it reveals about how executives really see customer experience.- The reframe from Ryan that