Marketing Management should measure the effectiveness of customer improvement plans and actions and complete a Customer Improvement Goals Worksheet Template by measuring the following:
Customer attitudes about the company and its product and services (especially dimensions of loyalty)
The number of customer-generated suggestions for product and process improvement opportunities, or for new products and services
Customer retention levels
Marketing Management should also determine if customer improvement goals for communication and activities were met by comparing the actual number of customer communications and interactions versus the planned number, and by monitoring level of participation in activities such as seminars and conferences. Marketing and Sales should monitor customer improvement efforts by comparing measurements to goals and should adjust customer improvement methods and procedures in order to meet customer improvement goals.