A company ' s long-term top priority should always be to

The ASQ Certified Manager of Quality/Organizational Excellence Handbook, Fifth Edition emphasizes the importance of customer satisfaction. Satisfied customers are essential for maintaining a positive reputation, repeat business, and long-term success. By focusing on meeting customer needs and expectations, organizations can build strong relationships, enhance brand loyalty, and achieve sustainable growth. While other priorities, such as establishing repeatable processes and meeting shareholder expectations, are important, they ultimately serve the overarching goal of satisfying customers1.