Commentary on ‘Private Sector Metrics Contributions to Social Change: Customer Satisfaction Meets Agriculture Development’

David Bonbright and Jamey Powers' IDS Bulletin article entitled ‘Private Sector Metrics Contributions to Social Change: Customer Satisfaction meets Agriculture Development’ proposes a refreshingly simple and yet profound approach to an age?old challenge. The authors suggest the application of customer satisfaction survey methods to agricultural development projects wherein the smallholder farmer is given a voice in project design, implementation and accountability. In keeping with the simple and yet elegant style of the article, this comment addresses the following three questions: (1) What is the main contribution of the article? (2) What else can agriculture development practitioners learn from private sector customer satisfaction? (3) What are the potential pitfalls of this approach?’