Learn to appreciate your customer complaints. Handle them correctly, and you can create loyalty.
. For three decades, the ACSI has been a leading satisfaction index connected to the quality of brands sold by companies with significant market share in the United States.Customer Satisfaction is a Strategic Assetthat should be optimized. Satisfaction should not be maximized but also not ignored; optimization is the key. Companies thrive by delivering on customers’ satisfaction expectations in combination with quality, value, and complaint handling.
It is important to understand this optimization of customer satisfaction since there is a complicated — and ultimately— relationship between satisfaction and market share. That is, while high and improving satisfaction in smaller companies drives market-share growth, maintaining high satisfaction once the market share is larger becomes more difficult.
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