To understand customer expectations, organizations should actively engage with their customers. Conducting customer satisfaction surveys allows companies to gather direct feedback from their customers, identify their needs, preferences, and areas for improvement. By systematically collecting and analyzing survey data, organizations can gain insights into customer expectations and tailor their products and services accordingly. While other actions (such as measuring customer complaints, fulfilling quality product needs, and benchmarking the competition) are important, customer surveys provide a direct channel for understanding and meeting customer expectations12. References: 1: ASQ Certified Manager of Quality/Organizational Excellence Handbook, Fifth Edition 34. 2: ASQ Certified Manager of Quality/Organizational Excellence Certification1.