
136 • Your Customers' Perception of Quality
dening the end users of your products and services as customers.
e outcome of this step is a set of all end users, the sample size they
represent, and their segments along with an understanding of their
current and potential value.
4. Review satisfaction and loyalty ratings. Companies store a multitude
of data relating to the satisfaction levels as well as the loyalty rat-
ings of their customers. Satisfaction levels are generally three-tiered
(highly satised, partially satised, dissatised). Loyalty is typically
measured by intentions to repurchase, and a common metric is the
Net Promoter Score ...