Another important approach is the focus group because it provides the direct voice of the customers to the company and the company has the advantage of asking important questions about the company, what should the company improve? What do you like most about the company? The same responses can be collected from formal surveys; however, surveys are sometimes ineffective because they do not receive responses. The direct customer contact approach is important to listen to the experiences and problems customers have about the company. Complaints are a very important approach to learn from customers, they are a fundamental source of information to know the problems of products and services. And of course the Internet and social media are one of the most important sources for listening and learning what customers think about the company and what should be improved. 4. Customer surveys are sometimes very useful but sometimes useless or even destructive. For example, people often complete a survey without really thinking about the answers. Do people sometimes mark everything as perfect because a salesperson or support manager asked them to? People sometimes give low scores to several answers because their specific dissatisfaction has spilled over into a general dissatisfaction. A customer satisfaction survey may occur if improperly conducted or interpreted