Why Measure – Does Measurement Matter?

If you never measure Customer Perception, you'll never know what to fix

It costs 5 to 10 times as much to acquire a new customer than to keep a current one.

For every customer that complains, 20 to 30 won't. They just won't come back.

Each dissatisfied customer will tell 10 friends about their experience – (or 10 million if they use the Internet!)

Customer satisfaction is a leading predictor of financial success.

There is a demonstrated link between happy, loyal customers, word-of-mouth referrals, repeat business, and profits.

Mindshare helps you resolve problems before you lose customer loyalty, which in turn helps you solidify future financial performance.

Companies that consistently deliver superior customer service are more likely to enjoy higher cash flows, and outperform the market, with lower risk.

Customers should be your brightest source of innovative ideas.

Inviting customers into your R&D process creates a remarkable source of innovation and solidifies their loyalty and desire to help you succeed.

Author Jackie Huba says, "Asking customers to participate in your problem-solving and idea generation is an act of courage, not of weakness."

Implementation of customer ideas will develop trust (i.e., the customer will want to show friends "the suggestion I made.")

Read this insightful article The 10 Golden Rules of Customer Feedback by Ben McConnell and Jackie Huba.