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Wise Investing: Customer Surveys And ROI

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Executive Summary

A customer-focused culture, reflects a cultural value suggesting that satisfying the customer is essential for business success. Thus, a company with a customer-focused culture will continuously monitor and gather customer feedback, analyze and understand the information, and integrate this understanding into tactical and strategic decision-making. In such a culture there is a realization that customer data is just as important as financial data because it will affect the financial outlook in the future. When it comes to valuing customers it is important that top management put words into action and set an example for the rest of the company to follow.

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