Lenders: I Can See A Missing Research Question

One thing I've observed is that many organisations invest heavily in customer research, yet overlook one of the most commercially valuable questions they could ask.

Many measure:

Net Promoter Score (NPS)

Customer Effort Score (CES)

Customer Satisfaction (CSAT)

These are all useful. They tell you how customers or brokers feel about the experience. It tells you satisfaction levels, loyalty and enthusiasm. You get to know how easy your brand is to deal with. All brilliant. All important.

But they don't tell you what they're likely to do next. Their behaviours.

Before closing the conversation, try asking one simple question:

"Are you likely to submit a case to us again? and "When are you likely to submit your next case to us?"

I have a case ready now

Within the next 3 months

I'm not sure

Never

Ideally ask it as close to case completion as possible.

It won't replace NPS or CSAT, but it adds something equally important—future intent.

One thing I've observed is that understanding what people think is valuable. U

nderstanding what they're likely to do next is even more powerful.