Web Measurement Ecosystem
Customer satisfaction is a predictive, forward-looking metric that is a key success indicator.
While behavioral data only tracks what actions a visitor took on a website, customer satisfaction tells you how the visitor felt about the experience and how this experience will impact the visitor's future behaviors.
Observation of user behavior is most effective when analyzed within the context of customer satisfaction. Understanding how well the site meets the visitor's needs and expectations gives you a critical success metric from the visitor's point of view. Satisfaction tells you whether a lengthy amount of time spent on your website is a good thing (e.g., the visitor is engaged) or a bad thing (e.g., the visitor is searching unsuccessfully to find what he is seeking).
Measuring customer satisfaction in a consistent, credible, accurate, and precise way gives you the scientific basis for tracking performance over time and against peers and industry leaders.
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