So Much Customer Satisfaction Data, So Little Clear Action
Our Privacy Policy has been updated! The Conference Board uses cookies to improve our website, enhance your experience, and deliver relevant messages and offers about our products. Detailed information on the use of cookies on this site is provided in our cookie policy. For more information on how The Conference Board collects and uses personal data, please visit our privacy policy. By continuing to use this Site or by clicking "ACCEPT", you acknowledge our privacy policy and consent to the use of cookies. 

CMO+CCO Meter

A recurring tracker of marketing and communications leaders’ sentiment as to the impact they are having on their businesses and the value they are creating.

Companies across the US are invested in collecting customer satisfaction metrics, and rapidly evolving tools are simplifying the process of gathering and analyzing the data. Despite these advances, opportunities remain to turn this information into effective ways to enhance the customer experience.

So Much Customer Satisfaction Data, So Little Clear Action

July 16, 2025

Companies across the US are invested in collecting customer satisfaction metrics, and rapidly evolving tools are simplifying the process of gathering and analyzing the data. Despite these advances, opportunities remain to turn this information into effective ways to enhance the customer experience.

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

Author

This publication is available to you, but you need to sign in to myTCB® or create an account to access it.

myTCB® Members get exclusive access to webcasts, publications, data and analysis, plus discounts to events.

More From This Series