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