Webster's Dictionary defines Satisfaction as a fulfillment of a need or want and the quality or state of being satisfied. Loyalty is defined as a feeling of strong support for someone or something. It's easy to see the importance of businesses improving Satisfaction which has been proven to result in increased Loyalty of its customer base. The financial incentives for cultivating loyal customers has been well established and documented; however, measuring customer satisfaction is only the first step. Applying the metrics to bring about process improvement is where real change occurs, the kind of change customers ultimately notice.
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