So in our example above, why were our customers not buying more of our stuff when they had fewer complaints? One company found that of their customers who had problems with their product, 55 percent were satisfied, but of those who had no problems, only 75 percent were satisfied with the product. Just because you don’t have a complaint about a product doesn’t mean that you’re satisfied with it. Satisfaction is achieved by meeting customer expectations, and only some of their expectations are covered by a warranty or are “complainable.” These expectations are a moving target, and your CQA system is what feeds that information back into the business. A fancy feature today is tomorrow’s expectation.