I really like the the approach 37signals has taken to gauging customer satisfaction. It is both simple to understand and publicly accessible. I dare say that these are two things which are in short supply in most companies. I am also sure that the purest among you would argue that this approach is far from exact because can not identify specific areas of weakness. However, it also doesn’t torture the customer with a seemingly endless blizzard of questions just so customer service, or rather an algorithm, can precisely triangulate the problem. Therefore, even if it is flawed, some measure of success is better than none. It is also reminiscent of Fred Reichheld’s approach in “The Ultimate Question: Driving Good Profits and True Growth”.