Some people think that customer knowledge is knowing their level of satisfaction with products or services, as might be obtained through a survey. This is valuable customer knowledge, but only part of a much larger picture. In fact, satisfaction is predicated on knowing what characteristics of a product or service are important to the customer. These are referred to as Quality Characteristics, the most important of which are Key Quality Characteristics (KQCs). Different research methods (listening posts) can be used to identify KQCs, especially Focus Groups and Structured Interviews. Once KQCs are understood, the many forms of customer knowledge (satisfaction levels, perceptions, complaints / dissatisfies, and quality levels) can be related to form a more complete understanding of the customer. This can be used to select and gauge improvement efforts, assess organizational performance, and in the design of new products/services or enhancements to existing ones.

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