The full article from January, 2010 appears on the Global-CEM site at http://www.g-cem.org/jsp/eng/content_details.jsp?contentid=2461&subjectid=1001.
1. Timeliness is important to customers everywhere.
2. Targeting leads to higher satisfaction.
3. Benchmarks bring meaning to statistics.
4. Accountability and operational efficiency benefit hugely from customer feedback.
5. Satisfaction scores vary widely among performance attributes, touchpoints, and businesses, meaning that targets cannot and should not just be pulled out of thin air.
6. Behavioral data is trumping survey data.
7. Satisfaction tells only part of the story.
8. Use multiple vantage points; triangulate.
9. Customer advocates have fads, too.
10. Feedback truly makes a difference.