Don't Choose Between Customer Satisfaction and ProfitabilityBy Ron Slee
Article Date: 06-01-2011
Copyright(C) 2011 Associated Equipment Distributors. All Rights Reserved.
Your market capture rate is a telling indicator of both, but measuring is crucial.
If you have a choice between customer satisfaction and profitability, what is your choice? I would take customer satisfaction - without satisfied customers the ability to make profit will be short-lived.
How to measure customer satisfaction becomes the challenge. Some people define it as repeat business; others measure the change in sales from one period to another; still others use surveys.
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