A part of the problem for companies gathering customer satisfaction data is that they don’t know how to act on the findings. Often, the challenge lies with how to address the customer points of dissatisfaction. But, at other times, the issue is more around establishing which of the identified issues deserves the most priority.
Pursuing ROI doesn’t necessarily mean a lack of customer focus — the win-win lies in finding those areas that have the greatest impact on customer satisfaction with the accompanying greatest impact on revenue. The ACSI system leverages statistical research across industries to predict future behaviours and how increased satisfaction links to financial results.