In this twenty-five minute interview, customer satisfaction industry expert Laura Sikorski and author John Goodman discuss the importance of  customer surveys and the need to find customers who don’t complain even when they are not satisfied.

John asks businesses to differentiate between customer and market research, and he urges businesses to ask customers about problems, to convert survey results into financial implications, and to give feedback to customers who have been surveyed by telling them what was learned and what actions are being taken to address concerns.