How to measure customer satisfaction correctly

Image A: Customer Satisfaction Tree – Courtesy of MarketingStat Satisfaction Modeler^©

Interest in the concept of measuring customer satisfaction is growing. More and more companies want to know how satisfied their customers are. At the same time an increasing number of decision-makers are realizing that measuring overall satisfaction alone isn’t enough. They want to know how much overall satisfaction increases when the satisfaction with a given attribute grows. Only then is it possible to make plans that deliver what they promise. This article sheds light on how to create a valid customer satisfaction measurement model that can measure the contribution of a single attribute to overall satisfaction. Read more “How to measure customer satisfaction correctly” →