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Dissatisfaction as a Key Metric

Companies have long used Customer Satisfaction (CSAT) as a means to evaluate sentiment within their customer base. There are multiple ways and means to capture, report, analyse and action this information, both quantitatively and qualitatively. Specific research methodologies are often combined in an attempt to deliver the most rounded view possible and this field of research continues to evolve. Perhaps the most significant development in the last decade was the introduction of the Net Promoter Score, but there are other ways of looking at customer sentiment beyond CSAT, including Customer Effort and Dissatisfaction.