Most firms undertake satisfaction studies. These could be done as internal exercises or outsourced to external agencies. Of late, firms want more business benefit outcomes out of these exercises rather than a record of charts and tables of the state of satisfaction among Stakeholders (Customers, Employees, Channel, etc.).

Firms seek answers of the following kind:

• Specific areas of action arising from the exercise?
• What are the top 3 issues the firm needs to address?
• How is the firm bench marked vis-à-vis comparable firms?
• Stakeholders who are negatively disposed could matter too. Why are we focused mainly on the delighted stakeholders?

Why Customer Feedback from Feedback?

The Feedback value proposition for going beyond satisfaction measurement:

• Customer focuses on outcomes rather than on plain satisfaction
• Customer focuses on business benefits rather than being prisoners’ of cross tabulations, bar charts and proportions!
• Clustering every stakeholder into a distinct group based on select outcomes rating - every response counts
• Zeroing in on the 4-5 important issues. Focus on action items
• Bench marks - Best of breed comparison built into the survey