How to Drive Customer Satisfaction

Savvy company executives know that some of their greatest assets are their long-run customer relationships. Trying to sustain a competitive advantage with new products is a frustrating game, where short-term leads often erode quickly.

But by satisfying customers, companies can nurture long-term relationships and customer loyalty. What's more, a small increase in customer loyalty can make a big difference in company profits. For example, McDonald's once calculated that just one additional visit per week by "heavy users" would boost annu.....

This content is for BUSINESS BRIEFINGS members only.