Flicked through any company literature or websites recently? Chances are that you spotted a statement about their commitment to excellent service standards or product quality.
And why not?
Communication, however, is a two-way process. It's not simply a case of putting messages out, however sincere those messages might be. If corporate communication is to fulfil its true potential as a strategic management function, it needs to encourage the ongoing intake of information.
However hardworking their teams are, organisations must still adopt mechanisms to check that their well-intentioned pledges are actually hitting the mark. At the most basic level, they need to ask their customers: