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Uploaded on Dec 14, 2010
The topic of justifying the cost of measuring customer satisfaction has always been the focus of debate. No matter who you ask, you'll find everyone has their own opinion on the value and payback of investing time and resources in CSAT measurements.
Some companies are committed to their customer satisfaction and service quality measurements, use the insight gained to continuously improve their products and services, and experience great payback for their efforts. Other companies find less value in their measurements and choose to wait for their customers to voluntarily tell them something wrong.
Is there a strategy that has the greatest payback? While the US Office of Consumer Affairs declares that for every customer that complains, there are an average 26 others that remain silent, it is certain that waiting for customers to communicate issues is risky business.