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A company can use surveys and research to improve its services by gathering feedback from its customers. This feedback can provide insights into what areas of the service are working well and what areas need improvement. The company can then use this information to make necessary changes and improvements. Surveys and research can also help a company understand its customers' needs and expectations, which can guide the development of new services or enhancements to existing ones.
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The early chapters of the book, such as "Surveying and Research: Even Your Best Friends Won't Tell You" and "Marketing is Not a Department" focus on learning how to objectively think about the effectiveness of current marketing efforts. From assuming that current service levels are inadequate to realizing that everything a company does is marketing, the emphasis here is to help companies realize what a valuable resource their customers are in better defining, and presenting, the services being offered.
Asked on the following book summary:
Service companies often struggle with marketing efforts because their “product” is not a physical thing. Services are abstract and their effectiveness...
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