Asking about your customers future behaviour?

…. Probably not worthwhile doing.

We spend an enormous amount of time trying to get customers to love us and say they will buy from us in future.

Is this a worthwhile use of our time?

At best, there is a correlation of around 15 – 20% between a consumer’s stated future intent and their actual subsequent purchase behaviour. This equates to virtually no predictive value of asking consumers what they intend to do next.

Researchers know rather than trying to get customers to say they will come back they should be more intent on removing negative customer service impressions and making customer engagement as easy as possible.

Focus on removing reasons not to come back rather than asking about purchase intent.