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Successful customer satisfaction surveys maximize the retention of current customers, and help enterprises to better position themselves among prospective clients. However, customer satisfaction surveys that do not uncover customer perceptions or needs, improve customer loyalty, or help the enterprise to make improvements are essentially useless. To develop successful customer satisfaction surveys, IT and line of business (LOB) executives and their staffs should learn how to plan, design, implement, and manage survey questions that lend themselves to effective trend analysis. This will help ensure that customers are completely satisfied with enterprise offerings and/or support, and identify areas of potential improvement.
