One of the utilities that is given to the markets investigation in the current company is to know the level of satisfaction of his clients, the focus costumer has turned into the big protagonist of all the companies that want to remain successfully on the market, for it it is necessary to come to quantitative or qualitative skills to measure it and to analyze it.

It is possible to realize this field work in the moment and place that is carrying the buy out, by phone, postal route or on line. To meet the clients who have stopped us buying or have presented some type of claim can bring us knowledge on the variables of the service that are failing, to be able to act and this way correct the possible progress areas.

For it, we advise to realize a mix of the traditional studies of satisfaction with the commercial information that has the company and realized ad hoc of mysterious buy to know exactly if we are faced towards the market, since consider the client to be a business center only is reached if the satisfaction is full.

But not only we owe to be content to know the satisfaction grade, the strategic marketing gives one more step and wants to extend the information of the client to translate it in knowledge. For it, also they have to be known, between other variables, the following ones:

• The causes of desertion or escapes of the client.
• Opinion of the clients of high value in certain areas.
• To know if the client perceives all the effort that is done by him.
• If the expectations cover that the client had put in ours company / service.
• Knowledge of the coverage for that the client was expecting from us (geographical area, scale of products, global services, etc.).
• Comparative level that it has of us opposite to the competition.
• Level of link and possible abandonment that the client has with our product or service.
• Fidelización level and therefore of possible prescription of the company.
• Etc.

Once inside the corporate culture of the company it is valued positively knowing the level of satisfaction of the client, it is a precise protocolarizarlo with a governing plan in which at least it is contemplated:

• That the service to the client is not an isolated fact but a continuous, evolutionary and comparative process.
• That the decisions of the company have to take bearing in mind the situation of the market and the possible impacts in the client.
• That will prepare all the specific actions plans are precise to support a certain level.
• That all the results will be presented and updated by the direction committee.

All this will do that there is had the level of competitiveness that demands the current dynamics of the market from us. To close the topic we have considered to be opportune to include a brief traditional survey model.