Is customer satisfaction a business goal?

[drob...@gmail.com]

Defining the Business Goal (in the context) as the answer to this questions

What does the organization get out the whole thing?

Why are we doing this?

And getting as close to the answer "to earn money" (in most cases)

I have a question, are this business goals:

• increase customer satisfaction
• Grow site traffic 
• avoid damaging the company's good name

What are your opinions? Can we decide without defining the measurements?

[Steve Fletcher]

In relation to increased customer satisfaction as a goal, there's some scenarios I can think of where customer satisfaction is a business goal, such as when building citizen facing services for public sector organisations. These scenarios are almost the opposite to the traditional situation of selling a service or product to make money.

Also, there are ways to measure seemingly intangible goals like customer satisfaction, but it's not a highly quantitative approach and relies more on subjective opinion that can have a measure applied. You could use an exit survey from the service, e.g. rate how satisfied you were with using this service today (1 - very dissatisfied, 5 very satisfied) and could aim for a target of above 3 on average. You could ask people if they would like to be contacted in a follow up and then perform qualitative research with them to find out how improvements could be made.

In your other examples, site traffic can be a business goal, but it's normally more useful to measure conversion rate (e.g. the number of times people visit and complete the transaction out of the total number of visits). Company reputation is a difficult one to measure, but it can be done. In the book "How to Measure Anything" by Douglas Hubbard he discusses the metric of reputation, it might be worth a look.

With any metrics, I often think about them in terms of how much the company would gain from knowing versus the cost of calculating it. Plot these on axes of value of knowing against cost of calculating it and you'll easily see the ones to adopt and which ones to ignore, i.e. ignore high cost/low value metrics, consider a project for the high cost/high value ones and adopt the others prioritising the high value/low cost ones first.

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