Satisfied customers or stakeholders are at the heart of all successful organisations. It is because customer perceptions matter that most organisations seek to understand them.
Customer insight rests on openness, and the ability to explore customer needs from their perspective. But customer needs are not static - their expectations and requirements change over time. The goal of delivering customer satisfaction, then, is a continuous cycle of understanding customer needs, measuring their satisfaction levels, and calibrating new products and services to reflect their moving requirements.