Answering: “How often should customer satisfaction be measured?” (PSM I)

Customer satisfaction should be measured frequently. A fixed calendar like annual or quarterly is too slow for empirical work, and a daily survey is rarely the right default.

Exam Question

How often should customer satisfaction be measured?
(choose the best answer)
A. Annually.
B. Quarterly.
C. Daily.
D. Frequently.

Correct Answer

D. Frequently.

Why This Is the Correct Answer

Empiricism depends on frequent inspection so that a team can adapt before small problems grow. Customer satisfaction is one of the key signals of value. Scrum.org’s Evidence-Based Management guide lists it as a measure of current value. If it is only checked once a year or once a quarter, the team may spend many Sprints building in the wrong direction before anyone notices. “Frequently” leaves room for each product and context to choose a sensible rhythm, such as after each release or through continuous feedback channels. The point is that measurement keeps pace with delivery.

Why the Other Options Are Wrong

A. Annually. A yearly measure gives far too few chances to inspect and adapt. Many Sprints of work could go in the wrong direction.

B. Quarterly. Better than yearly, but still a fixed and slow cycle that may not match how often the team delivers.

C. Daily. Daily measurement is rarely practical or meaningful for satisfaction. The question asks for the best general guidance, which is frequent measurement fitted to context.

Exam Tip

When options mix fixed intervals with a word like “frequently” or “continuously”, Scrum.org questions usually favour the flexible word that supports empiricism.

Key Takeaways

• Customer satisfaction is a key measure of value.
• Frequent measurement lets the team adapt sooner.
• The right rhythm depends on the product, not a fixed calendar.