ABSTRACT
The quality of communication with customers is vital as its effectiveness is directly proportional to organizational success. From the reference made to customers one might assume that the requirements apply only to communication with current customers, but the anomaly is resolved by referring to the definition of a customer. Customers are only aware of product and service information that is accessible to them, but whether they receive it or retrieve it, it must accurately represent the products and services offered; otherwise, it is open to misrepresentation and liable to prosecution in certain countries. The requirement refers only to the customer communication elements of processes in which contracts are received, negotiated, accepted and changed. The views and perceptions of customers and other stakeholders constitute the feedback the organization needs to be self-regulating; otherwise, it is akin to driving in the dark without lights and correcting course only after hitting obstacles.
