Chapter 15Ensuring Customer Satisfaction

Customer satisfaction is undoubtedly one of the top strategic issues for every company. A major topic of discussion in boardrooms, chat rooms, and lunchrooms, the exact formula for ensuring customer satisfaction is still unknown. One thing is clear: The customer function is the "fluid" throughout the whole organization. All departments must work collaboratively with each other as a team in order to serve the customer and fulfill the customer's requirements.[1]

Given that customer satisfaction is positively related to loyalty, which in turn leads to increased profitability, market share, and growth, the importance of understanding how to achieve and ensure customer satisfaction is critical to the success ...

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