Companies want to know that what they are doing is right, that the service they offer caters for the needs of their clients and that the product they market is user-friendly. But most importantly, that want to be sure they offer the customer an effortless customer journey and an experience that will turn them into loyal customers. To prove to our CEO that we are doing the right thing, we need statistics and hard evidence. Nowadays you can’t buy anything without receiving an e-mail about how likely you are to recommend the service to a peer, or how satisfied you are with it. Companies are eager to know what a customer thinks of them.