Ask how you can help, always keep a smile, respond to requests promptly... the list goes on. You’ve probably been exposed to an abundance of tips and tricks about how to become more customer-friendly.

Customer satisfaction with personal computers is down for a third straight year, according to new data from the American Customer Satisfaction Index (ACSI). The ACSI Household Appliance and Electronics Report 2015 includes desktops, laptops, and tablet computers, as well as household appliances, televisions, and video players.

Many organizations talk about understanding customers and their needs, but few truly understand what customers value most. As we approach the end of the year, it’s a good time to reflect back on this year’s customer experiences and consider the following aspects of understanding your customer.

Take the following quiz and see how your organization rates:

The difference between a good product and a great solution isn’t just the quality of the technology but how the solution is presented and marketed internally. We all have personal technology devices that we love. Whether it’s a Microsoft Surface, iPhone, or Bose noise-cancelling phone, users line up for the next upgrade before the new features are even announced. No one needs to push these. So how can we make customer relationship management (CRM) just as enticing? Our favorite devices offer some clues.

Now let’s be real here and take a big-picture look at your company’s knowledge about its customers. For instance, when my firm reviews how a client uses its customer relationship management (CRM) system, invariably we find knowledge gaps in the operational processes it follows.

Increasing product recalls, regulatory fines, and penalties have made product-safety compliance a top priority for many manufacturers. The Consumer Product Safety Improvement Act (CPSIA) and other global and regional product-quality regulations have subjected consumer-product companies to increased scrutiny. Today, the onus is on these companies to adopt a more proactive, sustainable, and agile approach to product safety, quality, and compliance.

The national customer satisfaction benchmark improved during the fourth quarter of 2012, rising 0.5 percent to an American Customer Satisfaction Index (ACSI) score of 76.3 on a scale of 0 to 100. Although most of the gain is due to improvements in the public sector—satisfaction rose for both federal and local government services—the national index also was helped by higher customer satisfaction in the retail and e-commerce sector.

In a world of endless information sharing, consumers have become the product. Platforms such as Google, Facebook, Foursquare, and Twitter are the new factory floor, and online users who leave digital crumbs as they browse the web and tap into social networks generate data that can be bought and sold.

There is a strong recognition that customer service is especially important in the branded experience. Service is one of the few times that companies will personally interact with their customers. This interaction helps the company understand customers’ needs while, at the same time, it shapes customers’ overall perception of the company, influencing both downstream communication and future purchase.