Once the customer service policy has been established, monitoring the performance to it and overall customer satisfaction are keys to maintaining customer intimacy – keeping the pulse on the customer. (The greatest business failures can be traced to companies losing step with customer requirements.) Customer satisfaction monitoring is a key discipline of customer response organizations and can be used to prioritize logistics initiatives and to maintain constructive customer communications. Customer satisfaction surveys can be implemented over the Internet, over the telephone, and/or in person. In fact some element of customer satisfaction should be monitored during each customer interaction. The survey process should begin by having the customers decide and rank the factors that define customer satisfaction for them. The survey should permit the customer to then rank our performance relative to expectations and relative to the competition with respect to the key factors identified by the customer.