When this happens, in-depth follow up research is warranted. The follow-up work may consist of little more than customer focus groups or it may necessitate a rigorous quantitative study. The right research methodology depends upon the particulars of the specific situation. Target A satisfaction study in any given year is, of course, merely a snapshot. Performing research on a consistent basis adds a time element.
Many companies conduct annual satisfaction assessments.
The annual reviews help companies keep their priorities in tune with the market. This is important because customer satisfaction is a moving target. Satisfaction research is not a sometimes thing. Companies need to periodically reassess their performance. This is because company performance changes, customer expectations change, and importance ratings change over time.