Measure “life share” instead of customer satisfaction

Many leaders fall into the trap of thinking a “satisfied” customer is a loyal one. But behavioral science tells a different story: Mere satisfaction is a low bar that rarely prevents churn. If a competitor offers a lower price or a shinier feature, a satisfied customer will still walk. Research from a PwC survey underscores this vulnerability: 70% of executives shared that customer expectations are changing faster than their organization can adapt, and 46% of executives also share...