Identify the most important customer groups and markets
 Understand both near-term and longer-term customer needs and expectations (the “voice of the customer”) and employ systematic processes for listening and learning
 Understand the linkages between the voice of the customer and design, production, and delivery processes, and innovate product offerings
 Create an organizational culture and manage customer relationships
 Develop effective complaint management processes
 Measure customer satisfaction, engagement, and dissatisfaction and use the information for improvement