Consumer survey reports are a good thing. They provide much-needed intelligence on how well an organisation and its products and services are doing in the marketplace. Markets change and develop. The preferences of people who use products and services seldom seem to remain static. To survive and to continue to be relevant, organisations need to respond to trends and comments identified in survey reports. An organisation that does not seek an outside view of its functions and operations will, over time, become insular, outmoded and out of touch with the world that it operates within; its very survival in the long term will be threatened.
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