"All the smiles in the
world aren't going to help you if your product or service is not what the
customer wants."
–Carl Sewell and Paul Brown
The successful company is the one that meets and exceeds the
expectations of its target customers. To accomplish this, it listens
continually to its target customers to find out what products and services they
want to meet their needs, and the way in which they want the products or
services delivered. But customers are moving targets—their expectations are
constantly changing. For this reason, organizations need as many opportunities
to hear and respond to customer feedback as they can find. Every organization
has listening posts, places where employees hear customer feedback.
Organizations can create both formal and informal ways to find out how they're
doing.
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