One of THE most ignored best practices in Customer Satisfaction strategies is to share with your customers that you heard their complaints and have taken action to minimize or alleviate the concerns that the customer should have noticed. This article covers how Dell Computers is providing feedback to customers on the improvements they are making.

In Tom Peters’ book, The Little Big Things, 163 Ways to Pursue Excellence, Tom speaks of the value of listening to customers. Why should an organization listen, what is listening anyway, How to listen and What to Next are covered. According to Tom, the return on investment for Listening is higher than from any other single activity.

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