A really key factor in retaining customers and preventing problems is to pay attention to what expectations you, as a business owner, are setting with customers. What promises are you making? Promises can be verbal, they can be in writing in a contract or terms and conditions, but they can also be implied in your marketing materials and packaging, or by what someone in your organization says or does. Anyone that touches a customer is either setting or meeting a customer’s expectation.
Customer satisfaction is really how well you deliver against what you promise.