Measuring customer satisfaction is more than just asking if your clients got what they wanted, when they wanted it and paid less than they wanted. Customer satisfaction is a messy mix of expectations, experiences, perceptions and maybe a hint of functionality. Measuring this mix means first understanding expectations (expressed and unexpressed) then determining how you actually performed and whether your performance mattered. It ain’t easy but it is possible and it is important. We will talk about at least one method for going about measuring what really matters in customer satisfaction.

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