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The Complete Idiot's Guide® To Strategic Planning by Lin Grensing-Pophal

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Assessing Customer Satisfaction

Information about your customers’ levels of satisfaction can provide you with indications of areas where you need to focus more attention and areas where you are performing well (you might want to focus on these areas in your marketing communication materials).

Monitoring Is an Ongoing Process

While formal surveys of customers are often used to determine customer satisfaction, this is really something that you should be monitoring on an ongoing basis. Put processes in place to make sure your employees are collecting this information from customers that they know what to do with the information they receive.
MISSTEPS
Don’t ignore or avoid your most unhappy customers. It is from them that you can actually ...

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