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5
A Framework to Derive the
Right Investments
A man should look for what is, and not for what he thinks should be.
—Albert Einstein
GOALS OF THIS CHAPTER
is is where theory ends and practice begins. Now that your company is
embarking on an initiative to understand and improve your customers’
perception of the quality of your products and services, how do you do it?
What are the steps that need to be taken? How do you get this informa-
tion? Once you have it, what do you do with it?
All of these questions are answered in detail in this chapter. is is the
heart of what you are trying to accomplish: measuring, evaluating, and
improving your customers’ ...