Asserts that to maintain the competitive edge, organisations must move quickly to identify and then meet customer satisfaction. Examines methods of identifying customer satisfaction, measuring and using the results to improve the quality of products and services. Sees customer satisfaction as the end product. Advises on how to identify and implement a quality improvement programme. Contends that complete customer satisfaction is only possible when there is full information about customer requirements in the hands of all and everyone who has influence on how they are met. Concludes that, by getting it right first time, the whole customer/supplier chain focuses on meeting the needs of the external customer, and providing customer satisfaction.