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CRM is based on the premise that, by having a better understanding of the customers' needs and desires we can keep them longer and sell more to them.

InfoQuest performed a statistical analysis of Customer Satisfaction data encompassing the findings of over 20,000 customer surveys conducted in 40 countries by InfoQuest.

The conclusions of the study were: -

A Totally Satisfied Customer contributes 2.6 times as much revenue to a company as a Somewhat Satisfied Customer.

A Totally Satisfied Customer contributes 14 times as much revenue as a Somewhat Dissatisfied Customer.

Although all customer satisfaction surveys are used for gathering peoples' opinions, survey designs vary dramatically in length, content and format. Analysis techniques may utilize a wide variety of charts, graphs and narrative interpretations. Companies often use a survey to test their business strategies, and many base their entire business plan upon their survey's results. BUT...troubling questions often emerge.

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