Expand customer base

• Get feedback regarding its performance

• Knowing the difference between satisfied and unsatisfied customers

• So as to retain customers, get more business from existing customers, attract new customers

• Methods:

• 1 reactive approaches: toll-free customer service telephone lines;

• 2 proactive approaches: visiting clients, calling, sending out written surveys

• (Hire mystery shoppers)

• Let customers find it easy to make complaints will benefit the company

• Maintaining customer loyalty

• ---discounts

• ---quality products

• ---feedback

• ---improve R&D