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Satisfaction No1: Is customer satisfaction really important?
Let's face it: satisfied customer is the most abused phrase of the last decade.

The truth of one summer: unsatisfied crowds of tourists, driving for 6 hours for 60 km in Slovenia. Angry, dissapointed users of that same road come back every year. Using that same road again. Why should traffic minister even care for their satisfaction? Loyalty is outstanding.

The other truth: the soup was cold for the second time in a well known Maribor restaurant. I won't be comming back for a long time.

Extreme moment of truth: user of Siol (ISP) records a message that hits email boxes in a day. Every once in a while I listen to it again so I relax a bit.

Truths and commedies asside, let's face it: satisfied customer is the most abused phrase of the last decade. How many times have you read it? Written in visions and missions statements as well. In strategic goal. Yet how many times have you been really satisfied by those companies?

Yes, while talking about satisfaction, we all agree that customers, employees, suppliers, local communicty and other company partners satisfaction is important to achieve long-term success of the company. Yet so important that we deal with it on regular monthyl meetings of the board? Or just that much important that we take a look at ISO-customer-research-results observations?

What do you think? Where is customer satisfaction in your priority system? If you were traffic minister, would you be dealing with satisfaction problems of the drivers? If you were the owner of the restaurant, would you take care of the soup temperature? And if you were an ISP, would you do something when unsatisfaction virus would outbrake?

Dušan
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