As many companies are discovering, a satisfied customer base has no real impact on revenues and growth. In fact, in some industries, organizations concentrating on customer satisfaction alone are even losing market-share. Leading-edge organizations, like Nortel (Northern Telecom), are now focusing their efforts and goals on customer loyalty and delight, says Timothy Samler, vice president, Customer Initiatives, Nortel Enterprise Networks. "A high customer satisfaction score doesn't mean you will retain those customers against the competition," he points out. But, a loyal customer base can virtually guarantee longterm revenue growth, he adds, especially in business-to-business relationships.
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