Customer satisfaction metrics should directly tie to business results. Each interaction either builds or erodes long-term trust, and compounding that trust over years dramatically increases profits and ensures the company outlasts its founders.
Building a company that's going to outlast my own lifetime and our leadership's lifetime, you can't do that without this idea of compounding customer trust. And so for us, every interaction that we make with a customer is another layer of compounded trust with that customer. If you look at it as either strengthening or weakening long-term trust, I think that really gives you kind of the intrinsic value of what sustainability can look like. What if you measured your customer satisfaction and then tied that back to what those results look like? I think that's one thing that gets overlooked. Exceptional customer experience will lead to compounding customer trust. And if you do that over a period of years, the profits and the sustainability of the business just goes up tenfold.
