Use the CSI to develop a series of marketing tactics that will maximize long-term competitive strength. The CSI can also function as a benchmarking instrument for continuous improvement, because it provides a snapshot of a company's competitive standing at a specific point in time. Therefore, administer the CSI survey on a regular basis to monitor and enhance your position in the marketplace and assess the effectiveness of various strategies. A CSI should supplement, not replace, a customer satisfaction program. When applied consistently as a benchmarking instrument, the CSI is useful for developing a series of marketing tactics to achieve long-term market dominance.
Customer knowledge is a strategic asset.
Customer measurement must be continuous and proactive. Customer satisfaction must have a direct link to business activities. Note that the CSI should not be used as a replacement for a customer satisfaction program, but rather as a supplement. Use customer satisfaction measures to determine if your company is performing adequately, and use the CSI to determine what types of activities will enhance competitive standing and increase market share. About the author Michael Branham is president of Paramount Business Resources, a market research and strategic planning firm based in The Woodlands, Texas.