Keep your customers happy and your competition will slowly fade away

All commercial organizations owe their existence to customers, and because they are so valuable to companies they should be well cared for. Unless a customer receives good service from a company business may well be transferred to a competitor. Formal complaints from customers are rare, and when one arises it may already be too late to retain that customer. Company top management needs to be aware of how well or how badly their customers are treated, and what the customers think about it. Sales personnel are not always a reliable source of information about customers’ feelings. Regular customer service audits, conducted by external accredited professionals, are the best way of finding out how customers feel about the service they receive, how it is delivered and how it could be improved.