How would average customer sales and average customer profit change for a business with $10$ percent $“$very satisfied$”$ customers, $35$ percent $“$satisfied$”$ customers, and $55$ percent $“$somewhat satisfied$”$ customers?

 

 

16 Part I Market Orientation and Marketing Performance FIGURE 1-6 CUSTOMER SATISFACTION AND PROFIT IMPACT Customer Satisfaction Very Satisfied Satisfied Somewhat Satisfied Somewhat Dissatisfied Dissatisfied Very Dissatisfied - Average Profit per Customer $700 $600 $500 $400 $300 $200 $100 $0 -$100 I T T Very Dissatisfied Customer CSI Customer Percent Gross Retention Customer Percent Score Revenue Profit Margin Profit Cost 25% 35% 20% 15% 3% 2% 100% 100 $1,200 80 $800 60 $300 40 $80 20 $60 0 $50 72 $655 Dissatisfied 60% 50% 40% 40% 40% 40% 49% Average Customer Profit: $250 $720 $400 $120 $32 $24 $20 $350 Somewhat Somewhat Satisfied Dissatisfied Satisfied $100 $620 $100 $300 $100 $20 $100 -$68 $100 -$76 $100 -$80 $100 $250 Very Satisfied