Customers’ happiness influences their satisfaction with your products and services.

You may, like many others, measure your customers’ satisfaction with your products or services.  Underlying the satisfaction measures is the assumption that your customers report their satisfaction based on their actual experiences, so the results are comparable over time.

Satisfaction measures can also be influenced by your customers’ states of mind when they were surveyed, we’ve found.  And states of mind can be altered by external factors, such as COVID .  So, year-on-year measures may not be completely comparable, as we found in a recent survey.  In that survey, 16% of customers reported that, when surveyed, they were not happy. 

As the graph shows, unhappy customers were markedly less satisfied than were happy customers.

The number of unhappy customers in any one year could vary your end-satisfaction results, quite independently of how you have dealt with your customers.

So, if sharpened satisfaction KPIs could assist you, call Philip Derham on 0414 543 765 or email him at to discuss the next steps to ensure reliable year-on-year satisfaction measures.