SMG focuses on top box scores to differentiate between an exceptional customer experience and an ordinary one. Although it is easy to assume all customers satisfied to any degree are similar, it is misleading to make decisions on simple groupings of positive customers. Better decisions are made by looking at the highly satisfied, top box customers. There are three reasons why this is a better approach:

• Top Box Focuses on Excellence - A highly satisfied rating shows that the company has completely addressed the needs of the customer - there is literally no room for improvement. In an industry characterized by high consumer choice, it is always best to specifically measure top box scores. It also gets employees focused on being their absolute best.
• Satisfied and Highly Satisfied are Not the Same - Our research shows that highly satisfied customers are much more valuable helping build your business. Highly satisfied customers are 2-3X more likely to return and recommend the business to others. In addition, we also see that highly satisfied customers buy more than those who report only being satisfied. Focusing on highly satisfied customers makes good business sense.
• Top Box Scores Highlight Variability in Performance - If one were to combine satisfied and highly satisfied customers, they’d miss some glaring differences in performance. For all the reasons mentioned, a unit creating highly satisfied customers is contributing much more than one producing the same number of satisfied customers. Only by isolating on the highly satisfied measures will companies be able to understand this difference.

Focusing on top box scores not only communicates to employees and customers that excellence is important, they also lead to real differences in business outcomes. If a company is really serious about improving the customer's experience, tracking top box scores is the way to go.