Ford Motor Company: Measuring Customer Satisfaction

INTRODUCTION customer relationship management has become an important phenomenon in the business world. Companies today, realize the importance of retaining existing customers by meeting/exceeding their expectations, as the cost of attracting new customers is must more than the cost of retaining an existing customer. For this purpose, it is important to measure customer satisfaction on regular basis in order to understand their needs, wants and demands so that final product can be developed that not only gives maximum value to the customers but also helps in realizing valuable profits.