How to Waste Money Measuring Customer Satisfaction

Discusses the problems of customer satisfaction surveys, namely that hardly any department other than marketing receives the data collected;questionnaires are biased towards positive answers and are merely a political exercise – they are handed out by different departments and sent out too regularly. Enumerates a number of programmes to stamp out dissatisfaction and concludes that the team which collects and analyses the data should present the line manager with a range of solutions.