Keep them happy

In a regular column entitled ‘Ask the SMU Profs' targeted at SMEs, Assistant Professor of Marketing Marcus Lee offered his advice on how businesses can increase the satisfaction of their customers. A necessary piece of the customer satisfaction puzzle is to have a good understanding of the needs and wants of one's customers. This understanding is important for companies to keep track of the ever-changing expectations. “A good first step towards developing a better understanding of your customers is to encourage your employees to be receptive to feedback from customers, especially negative ones,” he wrote.