What is the basic difference between a successful and unsuccessful business?

A business is successful only when its products and services have enough buyers in the market.

Quality is paramount. Would customers return to an organization if they weren't satisfied the first time? You can fool someone once but not twice.

Customers, therefore, play an important role in total quality management.

The voice of the customer must be incorporated into the quality monitoring process.

The quality of a product or service is not only defined in terms of its durability, packaging, reliability, timely delivery and so on but also by a customer's overall experience with the organization.

Customer feedback should be regularly and carefully examined. Negative comments should not be ignored.

No amount of internal quality management systems and processes will help if the voice of the customer is overlooked.

Source: Management Study Guide