‘Customer satisfaction scores cover all manner of sins’

Every CEO loves numbers. So when you receive the results from your company’s latest customer satisfaction survey showing most of the performance ratings are at the top of the scale between seven and 10, you might start patting yourself on the back. What you don’t realise is that the glossy chart-riddled report on your desk has lured you into a false sense of security.
Customer satisfaction is now the major differentiator between competitors, so it is not surprising that improving cu