The quest for a satisfied customer

Happy customers are business gold, and surveying satisfaction levels is where the treasure hunt begins. But how do you survey customers to maximum effect? Sean Ashcroft reports   

As the Rolling Stones reminded red-faced authorities back in 1965, satisfaction – or the lack thereof – is a powerful force. In commerce, it is the difference between success and failure or, at the very least, between excellence and mediocrity, growth and stagnation. 

Measuring satisfaction is easy for people: those around us are either smiling, scowling or staring blankly at us. We nearly always know why, too.