Customer value is not the same as customer satisfaction

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Customer value is not the same as customer satisfaction .

Satisfaction looks at how we perform today against a range of criteria we have decided . Value, however looks forward and needs to seek understanding of what they value in the future. Too much reliance is placed on surveys that are fine for understanding satisfaction but provide limited insight into true value.

An alternative approach is discussed in a recent article by Chris Butterworth published in the Shingo Newsletter.