So Much Customer Satisfaction Data, So Little Clear Action

Trusted Insights for What’s Ahead^®

• Many companies spend millions each year measuring satisfaction, particularly those in travel, hospitality, retail, financial services, and automotive sales and service, and yet they struggle to identify the most essential improvements to their customer experience.
• Although 79% of marketing and communications leaders agree that it is important to understand the link between customer satisfaction, profitability, and prioritizing initiatives, 40% indicate they do not have a strong understanding of these links today.

Customer satisfaction data is costly to acquire—and often doesn’t translate into clear, quantifiably profitable customer experience priorities

Most often, responsibility for collecting satisfaction data falls to