Gaining the love, respect, trust and commitment of customers (i.e. getting and keeping them engaged) requires businesses to become highly proficient in gathering, acting upon and internalizing the voice of the customer, as this voice has a direct and tangible economic impact on a business. Rather than relying on infrequent or periodic research activities, successful businesses will engage their customers in continual dialogue. After all, the time, energy and resources a company invests in engaging its customers and employees are efforts well spent that can pay off in substantial economic dividends and having more loyal employees and customers.
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