The rise and fall of industries and businesses, unless their economic of operation have been faulty, can generally be traced to their knowledge of customer-needs, the utilisation of that knowledge in developing and producing products, and in aligning their product delivery processes for achieving customer-satisfaction at a level higher than the competitor’s.

Ensuring customer-happiness or to put it in more acceptable jargon, customer-satisfaction is, therefore, fundamental to customer –responsiveness. The more customer –responsiveness there is, the more successful that business will be.