Interesting,
If 100% of your customers would not recommend you to others, it simply means the product did not meet their requirements. => Poor quality.
Customer feedback should seek input on what the customer requires and expects. This in turn will inform the product design so as to meet the requirements at minimum [and exceed expectations].
Performance appraisal need not necessarily result in adverse action, but can also point to training needs.
I agree, the target here is 97% satisfaction which means that with 19% dissatisfied, you have 81% satisfaction index resulting to a score of 81/97.
Targets should be done in such away that a staff can exceed them. 97% customer satisfaction is very difficult to exceed.
"..I am because we are. "― Ubuntu, Umtu,