The best way for a company to initiate a conversation with its client is by monitoring customer behavior online, usually via the company Web site. There are many programs available that allow businesses to monitor activity through e-mail, surveys and customer reports, all of which can offer a deeper glimpse into the needs of their customers. These programs can then analyze customer behaviors for trends, looking for similarities in customer complaints, suggestions and compliments, the amount and type of information being bookmarked, frequently requested information, etc. Any problem that is found can be dealt with immediately, improving employee response to customer comments and making customers feel more valued within the company.

Feedback Systems - These systems sit on existing Web sites, kiosks and teller terminals, and allow customers to share comments about their experiences or expectations at the click of a button. Management receives the updates in real time, allowing them to take care of issues as quickly as possible.

Questionnaires - Many companies send out surveys
to access customer satisfaction. These surveys can be sent out via e-mail or snail mail, and can provide management officials with an accurate perception of both customer opinion and company performance.

Experience Tracking Tools - These tools let company officials track the opinions of their customers, giving them a more realistic perception of what they think of their business. They can measure and monitor employee attitudes and store procedures through the eyes of their constituents and strengthen relationships by including them in the process.