best in brief
MIT Sloan Management Review: Stuck in a rut
Frederick Dahisten
Douglas WestUniversity of Westminster
Many firms have extensive and rigorous customer satisfaction measurements, but it is not always clear that the right variables are measured or that the data are used in anything other than a reactive way. The focus for many firms has been 'internal' (preventing dissatisfaction) rather than 'external' (increasing satisfaction). Too great an internal focus can lead to getting stuck in a customer satisfaction rut.
Volvo is regarded as a company at the forefront of customer satisfaction practices. Product quality is seen within...