Understanding the true needs of the customers and reacting to feedback offers companies a significant competitive advantage. Only satisfied customers are willing to buy the products of the company a second time. Customer satisfaction can be monitored through the occasional feedback from customers, and systematically through customer satisfaction surveys.
An essential part of customer relationship management is ensuring that the expectations of the customers are on the correct level: not too high and not too low. The promises given to customers must correspond to the ability of the company to produce quality.