Achieving and maintaining a high level of customer satisfaction is important for a business to gain and maintain a competitive advantage. Your customers’ perceptions of your company or brand affect your reputation and your revenue. Interactions with service desk agents have a direct impact on a number of issues—lifetime customer value, loyalty, profitability and more—and for that reason measurement of customer satisfaction is essential.
But how do you measure “satisfaction?” One person may be satisfied with the service received while another is dissatisfied. Our judgments of what an agent did do or should have done is an arbitrary, cognitive judgment that varies from one person to another.
http://customerthink.com/how-effective-is-the-customer-satisfaction-csat-metric/
