Loyal customers come back and tell others. Corporate butt-covering documents. That's what they are supposed to do. Oh boy, there's a group of customers I want to have out there talking about me. Customer satisfaction is at an all-time high.
Customer loyalty is at an all-time low.
The problem is that it would reveal big holes and major flaws in your system. The right question would separate the great from the ordinary and give you a real report card. My question is a boat-rocker. Ask the customer to describe the most memorable thing that took place during their last transaction with you. Please describe the most memorable event that happened to you during your last purchase.