"To be successful in the market, you must deliver a product or service that is unique, attractive, and of very high value to your target customers. This strategy needs to be difficult - if not impossible - for the competition to copy. You must know how to execute it with perfection”. (Spence, 2017)

A few years back, I became responsible for overseeing customer satisfaction surveys in our company. I was excited to jump in and figure out a way to ensure our company strategy was in alignment with our customer’s needs.

Prior to 2012, Signature engaged an outside company to administer the surveys. Since we only sent out surveys once a year, we thought we needed to get as much information as possible from our customers. Sounds good in theory, right?