It is important to capture feedback from customers on their needs and expectations. After feedback is collected, the link between data collection and action should be clear. Changes can be made to keep customers satisfied. Customers may even become involved in the design of products and processes where appropriate. Companies should also have an understanding of the activities of their competitors.
Most companies realize that the point of providing excellent service is to retain customers.
An Increasing number of firms are starting to enforce the theory that not all customers are equal. These companies feel that some customers are far more worth retaining than others. The key to success is to determine who the best customers are and how to retain them. These companies aren't trying to shed non profitable customers. Many companies are beginning to take a more collaborative approach to both customers and employees.