Customer Satisfaction Customer Satisfaction SUCCESS

Berdie, Douglas R.
March 2003
Marketing Management;Mar/Apr2003, Vol. 12 Issue 2, p21
Millions of dollars are spent each year on customer satisfaction initiatives, yet relatively few companies have maximized their return on investment. Experience with successful and unsuccessful initiatives shows four key ingredients are necessary for a solid return. These include (1) commitment from top management, (2) organizational unity, (3) strong communication, and (4) credible action planning and implementation. These same factors may actually drive the success or failure of most large, company- wide initiatives. INSETS: EXECUTIVE briefing;Four Success Factors and Tips for Success.


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