ABSTRACT
This chapter aims to promote better communication and information between different organizations in a business. Customer information comes from a variety of sources; some are solicited, some are quantitative or measurable and some are qualitative, some are obtained in a structured manner and some are obtained in a random manner. The “delight” or “exciting” characteristic now became a demand. The cycle begins again, looking to find the new “exciting” quality characteristic. The unfortunate thing is that this information is rarely seen by nonmarketing people. Consequently, most of this valuable data is “lost” to the people who can make the most of it-development and the manufacturing. The drawback is that these data are lagging data because they tell how the company is currently doing, where the company is going. New technological concepts could create additional benefits, which can win over customers.
