onductsuchexitinterviews,itshouldalsomonitorthecustomerlossrate.panyisfailingtosatisfyitscustomers.Customersatisfactionratingsaresometimesdifficulttointerpret.pany’sperformance,saydelivery,theycanvarygreatlyinhowtheydefinegooddelivery.Itmightmeanearlydelivery,on-pleteness,orsomethingelse.Yet,panytriedtodefineeveryelementindetail,paniesalsomustrecognizethattwocustomerscanreportbeing“highlysatisfied”fordifferentreasons.Onemightbeeasilysatisfiedmostofthetime,asion.Further,managersandsalespeoplecanmanipulatetheirratingsoncustomersatisfaction.Theycanbeespeciallynicetocustomersjustbeforethesurveyortrytoexcludeunhappycustomersfrombeingincludedinthesurvey.Finally,panywillgooutofitswaytopleasecustomers,eveniftheyaresatisfied,somecustomersmayexpresshighdissatisfactioninordertoreceivemoreconcessions.
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