Taking Your Customers Beyond Satisfaction. Why Monitor Customer Satisfaction? Businesses have long recognized that it costs less to retain existing customers than to attract new ones. For this reason many companies and organizations monitor how satisfied their customers are. It is important to recognize that this is only part of what makes customers loyal. In all markets there are perfectly satisfied customers who defect. Other elements such as brand relationships need to be in play for these customers to stay with you. But as baseline-if you do not satisfy, then you can be sure you will lose goodwill. Why INFOSEARCH? ? Providing a framework for measuring and enhancing levels of customer satisfaction ? Assessing customers? attitudes, evaluations and anticipated future behaviors ? Benchmarking customer quality perceptions with your competition ? Enhancing your organization?s ability to retain customers ? Developing your human resource assets to their fullest potential ? Helping to drive change within your organization Our framework usually involves four main steps: ? Index of Importance ? Net Performance Index ? Index of Action Urgency ? Likely Impact of Marginal Improvement INFOSEARCH Customer Satisfaction Research programs employ a variety of traditional and innovative data collection methods and both traditional and proprietary analytical techniques. The key is knowing which methods to use in any given situation to yield results that deliver insight rather than just data, and managing how this insight is best utilized within the business.