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BEST PRACTICE: Keeping customers satisfied

We share tips on getting the most out your customer satisfaction research

Customer satisfaction is integral to a successful business operation and is strongly linked to customer retention. But not all businesses formally evaluate and track the changing satisfaction levels of their customers. In particular, B2B organisations tend to rely on more anecdotal feedback, provided by relationship managers or account handlers. While this can work, there is a danger that dissatisfaction can remain hidden until it is too late. Relationship managers may be reluctant to feed back minor issues that might not portray their own work in the best light.