Do you know what your customers really think? Many organizations have woefully inadequate processes for gathering customer satisfaction feedback – processes that lead to distortion and misinterpretation rather than useful, usable information. In this presentation, I focus on key issues in planning, designing, gathering and using customer satisfaction feedback, and review some of the most blatant feedback-gathering flaws as well as some of the most subtle ones. I also describe the interesting approaches some organizations have used to gather feedback. This presentation includes numerous examples of what to do – and what not to do – to gather meaningful, actionable feedback.