14 April 2005

Customer Satisfaction Is the Wrong Measure

High scores don't necessarily link to sustainable growth. Find out why.

by Benson Smith
Coauthor of Discover Your Sales Strengths (Warner Books, 2003)
Most executives believe that high customer satisfaction scores correlate with sustainable growth. Conversely, significant drops in scores should link to declines in growth. But this isn't necessarily so. In fact, executives who are obsessed with satisfaction are focusing on the wrong metric. Confused? Read this article.
Benson Smith is coauthor of Discover Your Sales Strengths (Warner Books, February 2003).
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