The starting point for improving your “Customer Experience” and loyalty is reviewing the information your organization has collected over time. You will find it in internal Marketing, Production and Financial reports and also in surveys.
Marketing reports should indicate the size and growth of the overall market (industry) and its various segments that your company and competitors participate in. Here you can determine if the overall market is increasing, decreasing or stagnant.
Digging deeper, you can determine how each of the individual segments are performing and how you participate within that segment. Depending on what you find, you may need to change your Products and/or Services. Some Products, just like buggy whips, fall out of demand and need to be replaced with a relevant, marketable product – hopefully one with growth potential. (Follow this link to bring up a sample spreadsheet you can tailor for your own use.) Keep in mind that it is usually more profitable to target a smaller segment if you are able to satisfy them at a higher level. Alternatively, you may be able to re-charge a Product with additional benefits or a new technology - such as smart cell-phones within the cell-phone industry. Financial reports should be able to keep you informed about Product / Service profitability or the lack of it.
Surveys from both customers and employees can be helpful in getting a feel for the general satisfaction of your offerings. In the case of employees, a good survey can reveal the overall health of your operation. If employee morale is low, it could be because your customer offerings are deficient or that your treatment of employees needs improvement. Compensation is not usually the prime issue. Working conditions, the ability of management to listen and make changes, or poor advancement opportunities are major causes. Keep in mind that if employees are unhappy, it will reflect in their customer contacts – and that is not a good thing.
Formal surveys and reports are helpful but they are usually limiting. They cannot reveal new opportunities as they only answer what you thought to ask in advance. Getting up from your desk and mingling is important.
The starting point for improving your “Customer Experience” and loyalty is reviewing the information your organization has collected over time. You will find it in internal Marketing, Production and Financial reports and also in surveys. 
Surveys from both customers and employees can be helpful in getting a feel for the general satisfaction of your offerings. In the case of employees, a good survey can reveal the overall health of your operation. If employee morale is low, it could be because your customer offerings are deficient or that your treatment of employees needs improvement. Compensation is not usually the prime issue. Working conditions, the ability of management to listen and make changes, or poor advancement opportunities are major causes. Keep in mind that if employees are unhappy, it will reflect in their customer contacts – and that is not a good thing.