The relationship between the
loyal customer and the successful organization is a dynamic, ongoing process
based on constant two-way communication and responsiveness.
The difference between average
and excellent organizations is how effectively management generates feedback,
listens to it, communicates the information internally, and acts on it. Instead
of "telling" through constant advertising and hard-sell pitches,
companies must focus on "listening." Every organization already has built-in
mechanisms for getting feedback, but they are not necessarily used well.
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