Summary
The voice of the customer and presented techniques such as surveys for learning and understanding this voice. Customer focus and satisfaction are key for companies to be successful. Tools such as complaint mechanisms, feedback, guarantees, and corrective action are necessary to develop annuity relationships with customers. 
There are several ways to gather data about customers, including active and passive data gathering techniques. These activities should be a part of an ongoing process for gathering customer data, analyzing the data and implementing improvements to processes and design. 
Thus, it is through focus on the customer and ingenuity that we find better ways to serve our customers. The corporate battleground in the new century is in the area of service. Customers are demanding more and suppliers are responding by giving better and better service.

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