Frankly, most customer satisfaction research is wasted. The research is performed. The data are presented. The commandment that improvement will be made comes down from on high. Then, the study goes on a shelf, not to be revisited until the next survey cycle.
Nothing really changes.
You learn that your customer satisfaction rating is 7.8 on a ten-point scale, or 147 on a customer satisfaction index, or some other statistic. Often, customer satisfaction research cannot even indicate whether your performance is improving or not. As a rule, expectations rise over time. Performance that was considered good a couple of years ago may cause you to look like a piker today. Everywhere today, stores are staying open longer, warranties are lengthening, return policies are liberalizing, and so on.