Whatever else one wishes to glean from this data, something has changed, and in a big way. The American Customer Satisfaction Index is a long-term research project measuring customer satisfaction with a wide variety of goods and services. Some say the Covid pandemic plays a role, as any service industry would have been negatively affected.
Still, the decline began before the pandemic, declining in 2018 and 2019 before the pandemic hit.
The point is that after nearly two decades of climbing, customer satisfaction has plummeted. That will provide little to no comfort for marketers required to assess their own firm’s customer satisfaction scores. Most firms, in most industries, are likely to track the precipitous fall in customer satisfaction scores.
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