Sorry for butting in, but I found this an interesting exercise. When I refered back to the link, however, I found a statement that I felt HAD to be repeated, especially to students in the Quality Program.
This, IMNSHO, is one of the keystones of quality (and of business in general) and cannot be overstated:
'Customer satisfaction? It depends, also. Satisfaction means meeting expectations. If we don't meet expectations, we disappoint. If we exceed expectations, we delight. Customers will tell others about disappointment or delight, but not so much about satisfaction. So how important is it? Where do you spend the money to acheive delight? Not everything about the customer's experience can be delightful.'
Hopefully this will give you something additional to think about during this exercise. I know it did for me.