The U-shaped customer satisfaction effect

The 'U effect' is a natural phenomenon that describes the way customer satisfaction is usually high at the beginning of a program, falls off during the requirements and design phase, and then returns to a high level at the time of delivery.This effect can be caused by the lack of a good working relationship between customer and supplier teams, and by unmet expectations as challenges and difficulties emerge during the design phase.Understanding the U effect enables project managers to work through and minimize the reduced customer satisfaction following the beginning of a program.Among the ways discussed for reducing the depth of the U effect are the involvement of upper-level executives, effective team building, and the exercise of an open and free communications policy.
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