Assessing the feasibility of conducting dynamic customer satisfaction measurement

CSM process is performed at certain frequencies. The gap between such events can be termed a "blind period," because customer satisfaction is left unobserved and unmanaged. The blind period may sometimes accelerate the growth of customer dissatisfaction. One way to eliminate the impact of the blind period is to conduct the CSM on dynamic basis. This research has conducted a review of traditional CSM methods to assess their ability to provide reliable information with less cost. The assessment indicates that conducting CSM more frequently may weaken the accuracy of measurement, and increase the cost of the programme. The research believes that the reason for these limitations is the use of the external data source and suggests looking into other sources