The process of improving a product or service for the customer is known as building goodwill.

Question

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Improving a product or service for the customer is typically referred to as enhancing customer value or satisfaction, not specifically building goodwill. Goodwill generally refers to the intangible asset that arises when a business is acquired for more than the fair value of its net identifiable assets, often related to the company's brand, customer relationships, and reputation.

The Process of Improving a Product or Service for the Customer