The traditional approach uses survey research to collect the performance of key attributes of a product or service across multiple competitors. These performance scores are regressed against an overall measure of customer satisfaction performance, which is also measured on a scale. Some CS systems allow the strategist to "what-if" with key drivers to see what will happen to CSI (Customer Satisfaction Index) when the key drivers are improved. However, there are problems with the old method. Our new approach overcomes these shortcomings.