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.....