Using Online Data Sites to Understand Customer Satisfaction
By Kimberly Grant
Satisfaction is not always guaranteed. Nor is the notion that you can please everyone. Someone is inevitably going to be upset or not like something you are doing. As a former critic, myself, I was notorious for not liking films and letting the world know about it. In fact, my bad reviews were more popular than my good ones; and more fun to write.
Finding Satisfaction
These days, companies use customer satisfaction surveys to find out what customers like and dislike about key areas of their performance, products, services, and anything else they can quantify in a survey. This type of quantitative survey is useful in getting a sense of what’s working and what’s not working.
That said, the movie industry, which relies heavily on quantitative data, uses customer satisfaction surveys in a non-traditional way. To gauge customer satisfaction Hollywood relies on people like me (critics) and websites like rottentomatoes.com for insight into what viewers think of films. In turn, this helps the film industry understand what does and does not work in terms of content.
Industrious League
For example, Zack Snyder’s Justice League, which was just released on HBO Max as a director’s cut, which has a Rotten Tomatoes rating. Let’s break down how Rotten Tomatoes works. Critics give an individual film a review and a rating. Based on those critics’ reviews and ratings, Rotten Tomatoes quantifies the data into a percentage. It then takes user polls to generate an audience rating. Per the Rotten Tomatoes website, Zach Snyder’s Justice League has earned 74% from critics’ reviews and a 96% audience score. The website also gives users the qualitative data of the participating critics’ and audience members’ reviews, which gives a consensus of both groups.
Looking at Zack Snyder’s Justice League’s scores, it could be argued that the director’s cut of the film was a success, both critically and consumer-wise. If the director’s cut had been released in theaters, the film’s distribution channel (Warner Brothers) would look at the film’s Rotten Tomatoes scores and its box office revenues to determine the overall success of the film.
When the original film was released in 2017, it had a global box office gross of $657,924,295, after spending $300,000,000 on the production. Being that the director’s cut was released on a streaming service in 2021, Warner Brothers would have to quantify HBO Max’s new subscribers for the quarter to get a semblance of the director’s cut monetary success. That monetary success could generate a decision-maker to go ahead and make a sequel to the film; with the option of streaming the sequel on HBO Max again or release it in theaters.
Survey Guaranteed
While there’s no way to truly satisfy everyone. There is a way to find out how satisfied and dissatisfied customers are with your brand, product, and/or service. Customer satisfaction surveys are a great way to find out the health of your company. It’s important to keep one key theme in mind. When it comes to satisfaction, the justice is in the quantitative data.
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