Why do I call it the 'untapped potential'? It is mainly because many companies fail to embrace it until it is too late. Once they do embrace it they are already behind in terms of truly understanding why their clients are unhappy
People dealing with clients on a regular basis need to understand the pain points and the need to set expectations. Each organization has a set of standards based on which it decides the level of expectations to be set. The usual suspects are size, wants and needs, client type and willingness to pay.