If You’re Not Happy, They’re Not Happy
How does a small-business owner know the company is doing well? Market share is all well and good, but customer satisfaction is the best indicator, a majority of owners and executives said in a Roper Starch poll conducted for Sprint Business. Only half as many
cited profitability as the key measure of a company’s success, with market share farther down the list. Of course, respondents may have a rosy view of how satisfied their customers are. Asked if customer satisfaction had improved in the past 12 months, 58 percent said it had while only 2 percent saw a decline. In another portion of the survey, respondents were asked to cite the factor exerting the greatest impact on business performance. A plurality said it’s an educated work force; employee morale was the runner-up.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity