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Importance of Customer Satisfaction

globalEDGE Business Beat
November 9, 2015 6:30 PM

International Business, Customer Satisfaction, Forrest MorgesonTomas Hult speaks with Forrest Morgeson, Director of Research and Global CSI Manager at the American Customer Satisfaction Index (ACSI). They discuss why it is important to measure customer satisfaction and when companies started thinking about measuring customer satisfaction.

They also discuss alternatives, albeit few, to measuring customer satisfaction as done previously. Plus, Forrest discusses how companies are likely to use customer satisfaction measurement in the future.

They discuss the state-of-the-art in customer satisfaction measurement in this segment on the globalEDGE Business Beat. Forrest also shares a few of the enduring lessons (e.g., customer delight is a bad idea, don’t always try to exceed expectations, quality trumps value, don’t get too close to your customers, delight in managing complaints).

globalEDGE Business Beat, hosted by Jade Sims, covers discussions with a wide range of global leaders in business, government, and academe to provide information on the latest thoughts, tools, and markets that are flourishing globally.

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