How to Drive Customer Satisfaction

Companies looking to build a satisfied and loyal customer base need to realize that there are multiple drivers of customer satisfaction.

Savvy company executives know that some of their greatest and potentially most enduring assets are their long-run customer relationships. Trying to sustain a competitive advantage with new products is a frustrating game, where short-term leads often erode quickly. But by satisfying customers, companies can nurture long-term relationships and customer loyalty. What’s more, a small increase in customer loyalty can make a big difference in company profits. McDonald’s, for example, calculated back in the 1990s ...

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