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Engage your customers – they are the source of your business.

Customers image show people standing in a circle looking up with customer handwritten text in the middle.

What are your customer expectations
Designing your products and services
Measure customer satisfaction
Resolve customer complaints
Measure your customers
Customers - Interactive Module
Your Turn - Answer Your Organizations Key Questions

Find out what your customers—expectations are by listening to them.

  • Define who your main customers are, and group them according to common characteristics. These groups, or segments, may have different requirements.
  • Develop regular, repeatable activities and mechanisms (a process) for listening to your customers. Consider interviews, feedback, focus groups, social media, and surveys.
  • Include methods to gather insights from customer-facing workforce members.

Use this information in designing your products and services.

  • Use information on your current and potential customers’ expectations to decide on, improve, or customize the products and services you offer.
  • Make sure you have the information and the workforce you need to meet and exceed customers’ expectations.
Customer Satisfaction Icon showing a green check mark inside a circle.

Measure your customers’ satisfaction.

  • Use your process for listening to customers to determine their satisfaction or dissatisfaction with your products and services.
  • When possible, also ask about their satisfaction with competitors’ products and services.

 Resolve customer complaints.

  • Develop regular, repeatable activities and mechanisms (a process) for managing complaints.
  • Resolve complaints quickly and effectively to recover customers’ confidence and to avoid similar complaints in the future.


Measure your customers’ likelihood of continuing to be your customers.

  • Customer loyalty takes more than just meeting expectations. Aim to exceed these expectations in the products/services and support you offer.
  • Make it easy for your customers to get information and support from you.
  • Make it easy for your customers to do business with you.
Dotted Line

Build ongoing relationships with them.

Your Customers Icon with dotted lines

Interactive Module

Customers photo showing woman holding a five star excellence sign.
Credit: Black Salmon/Shutterstock




Online self-paced learning for each of the fundamental areas of the Foundations for a Successful Business.

View all modules.

Role-Model Best Practices

GBMC HealthCare System (GBMC)
Baldrige Award Recipient

GBMC listens to its customers in many ways including through national surveys (e.g., Consumer Assessment of Healthcare Providers and Systems [CAHPS] and Hospital Consumer Assessment of Healthcare Providers and Systems [HCAHPS]), feedback from the Patient and Family Advisory Council, and comments posted on social media. It then determines its health care services and identifies or adapts its service offerings for its patients. Patients can express expectations, preferences, and questions through the patient portal, MyChart, and providers can share the patient data needed to ensure continuity of care. GBMC ranks in the top 10% of U.S. hospitals in percentage of primary care patients activating MyChart.

Role-model best practice are from award application at time of award.
Learn more role-model best practices from Baldrige Award recipients in all sectors.


Created May 2, 2023, Updated June 1, 2023