Tomas Hult speaks with Forrest Morgeson, Director of Research and Global CSI Manager at the American Customer Satisfaction Index (ACSI). They discuss why it is important to measure customer satisfaction and when companies started thinking about measuring customer satisfaction.

They also discuss alternatives, albeit few, to measuring customer satisfaction as done previously. Plus, Forrest discusses how companies are likely to use customer satisfaction measurement in the future.

They discuss the state-of-the-art in customer satisfaction measurement in this segment on the globalEDGE Business Beat. Forrest also shares a few of the enduring lessons (e.g., customer delight is a bad idea, don’t always try to exceed expectations, quality trumps value, don’t get too close to your customers, delight in managing complaints).