They are the people whom others look to for cues about how to react to change. The previous information about organizational change leads up to the fact that if you do not have what the customers want you will not have any customers. Organizational change brings to the customer the things they want when they want them. In change-ready thinking you have to include how to give good customer service. To survive in business you have to listen to what your customers want and give it to them at the time they need it.
Satisfaction is also only the beginning.
You have to go above and beyond what the customer expects you to do for them. Surprise them with the little extras that you give in your service. Make it so easy for them to come do business with you that they will not even think about doing business elsewhere. Saturn is a company who has realized this and used it to their advantage. They boast one of the highest customer-approval rates in the automobile industry.