How to Redesign & Use Customer Satisfaction Surveys

Abstract: Customer satisfaction surveys are increasingly pervasive in the lives of both consumers and B2B customers. They are used by many organizations as a key performance indicator and the results are often tied to employee reward systems. But do they provide useful information? This paper looks at the evidence, drawing particularly on new research done by Bain & Co expert Fred Reichheld. The results are not what many marketing managers want to hear.