11 November 2004

Why Satisfaction Isn't Satisfying

Car dealers aren't the only ones bemoaning the inadequacy of customer satisfaction programs

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
Car buyers and dealers are disenchanted with customer satisfaction ratings. It's time for the industry to measure what matters most: customer engagement.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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