Marketing professionals are taking advantage of the Internet as a cost-effective way to create measures of satisfaction. These measures are collected through time in order to see the impact changes in product have on the bottom line. Product satisfaction surveys provide organizations knowledge to continuously improve products and services centered on customer insight.
There are valid reasons for the popularity of product satisfaction surveys in measuring customer experience with products and services. First, product satisfaction surveys allow companies to quickly and easily gauge levels of satisfaction. Second, results can be easily used to change organizational business process. Product satisfaction questionnaires commonly include questions about experience with product, service, and support. Used jointly, business attribute items and satisfaction indices (segmentation analysis) can be used to identify reasons why customers are loyal, dislike a product, and prefer a certain brand. Finally, product satisfaction surveys allow companies to examine satisfaction in real time and "look into the future" regarding product features and experience.
