13.  We know what our image in our marketplace is. We get regular feedback from customers, prospects, and our competitors.

If you don't, again, you're in trouble.  Part of the due diligence of any business is to monitor its reputation in its marketplace.  Not just whether it is good or bad, but also precisely what that image is.  If you do not, then you run the risk of not matching your actions to your customers' expectations.  And that can rapidly turn a shiny image into a severely tarnished one.  In order to ensure the accuracy of your knowledge, you need a means of recording comments as they occur and a process of reviewing the information and comparing it with your survey information.

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