Customer satisfaction and loyalty are becoming increasingly important to most organizations since the financial benefits from improving them have been well authenticated. The Little Book of Big Customer Satisfaction Measurement explains the principles of customer satisfaction that prove cataclysmic for improving service quality and are a key measure often linked to pay and bonuses. It also deals with two major aspects which many organizations are trying to come to grips with-how do we align/link brand research with customer satisfaction research? And how do we connect survey research with internal databases to generate great insights for organizations. Further, the book looks at how the entire data from such programs can be made very actionable using simple techniques.