Take Stock of Your Customers

Research output: Contribution to journalReview articlepeer-review


Companies spend vast amounts of money to collect customer satisfaction data, but most do little with this information. They merely go through the motions and end up with no real improvements. Worse yet, many of these same companies have no idea there's a problem. This article outlines a method that uses customer satisfaction audits to lend insights into satisfaction process, Used properly, this method can help managers analyze and use customer satisfaction data for competitive advantage.

Original languageEnglish
Pages (from-to)36-41
Number of pages6
JournalMarketing Management
Issue number1
StatePublished - Jan 2003


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