Expand customer base
Get feedback regarding its performance
?Knowing the difference between satisfied and unsatisfied customers
So as to retain customers, get more business from existing customers, attract new customers
Methods:
1 reactive approaches: toll-free customer service telephone lines;
2 proactive approaches: visiting clients, calling, sending out written surveys
(Hire mystery shoppers)
Let customers find it easy to make complaints will benefit the company
Maintaining customer loyalty
---discounts
---quality products
---feedback
---improve R&D
