Monitoring emerging trends, customer likes and dislikes, and understanding unmet customer needs can determine how rapid a rate of incline or decline your business experiences. Companies spend millions of dollars conducting surveys of customers, potential customers, industry experts and key opinion leaders to determine if their products or services effectively meet, exceed or miss market expectations.
Sometimes it can be difficult to measure how well a security system is working. “You can’t measure crimes that aren’t committed,” says Steve Reed, security director at Arden Fair Mall in Sacramento, Calif.
