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And even if your customers are completely satisfied with your product or service, significant chunks of them could leave you and start doing business with your competition.
A market trader has a continuous finger on the pulse of customer satisfaction.
In other b2b markets there may well be influences on the buying decision from engineering, production, purchasing, quality assurance, plus research and development.
Because each department evaluates suppliers differently, the customer satisfaction programme will need to cover the multiple views.
But who should we interview to determine the satisfaction with breakfast cereal?
Is it the person that buys the cereal (usually a parent) or the person that consumes it (often a child)?