 Why Measure
Is measurement really important?
Industry Gurus from Fred Reicheld to Huba and McDonnell agree on several points: If you never measure what customers think, you’ll never know how to fix your deficiencies. Industry wisdom tells us that
 It costs 5 to 10 times as much to acquire a new customer than to keep an existing one.
For every customer that complains, 20 to 30 will not complain, they just won’t come back.
Each dissatisfied customer will tell 10 friends about the experience.
But many companies that we have worked for have been afraid to communicate directly to the customer. In large organisations, especially with sales channels organisations it was always someone elses job to sell and support the customers.
And that meant that no one had the time to listen or talk to customers.
It sounds crazy – that a company is too busy to understand customers. But it happens. And when it does, customer satisfaction takes a back seat. Customer satisfaction is a leading predictor of future financial success.
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