I was researching the concept, as it came up in a meeting.
In brief: as an operational feedback mechanism, measure ONLY enthusiastic customers and ONLY ask is they were satisfied and if they would recommend your services or product. ‘
“Enthusiastic” means the highest ranking on both.
No long customer satisfaction surveys that have no predictive value and cost a fortune to create, implement, and that your customers don’t complete.
Here’s the original this article in the Harvard Business Review:
The One Number You Need to Grow
If growth is what you’re after, you won’t learn much from complex measurements of customer satisfaction or retention. You simply need to know what your customers tell their friends about you.
— Read on hbr.org/2003/12/the-one-number-you-need-to-grow