You May Not Be Measuring Customer Satisfaction the Right Way

Date: June 21, 2012 | Shawn Herbig | News | Comments Off on You May Not Be Measuring Customer Satisfaction the Right Way

Measuring customer satisfaction is a valid exercise, but if you take on the task, it absolutely must be done the right way. There’s a lot of junk science out there that promises to give you an insight into what your customers are thinking, but the reality is, if you or your research company is not using the right survey and research methods, the results you get back can, at best, be ineffective, and, at worst, will send you in the wrong direction causing you to waste a lot of time and money fixing issues that are not important.

One can argue that fixing any problem is a good step in the right direction but in business successful companies learn quickly how to focus their priorities on the issues that matter most. The role of research is to identify the real issues that – when fixed – will help move a company forward.

view all