Author Bio
HNN columnist

Forrest V. Morgeson III is Director of Research at the American Customer Satisfaction Index (ACSI) in Ann Arbor, Michigan. As Director of Research, Dr. Morgeson is responsible for managing ACSI’s academic research, advanced statistical modeling and analysis, and the company’s international projects and licensing program (Global CSI). Dr. Morgeson also holds the position of Instructor in the Department of Marketing at Michigan State University.