What else matters, some will suggest having an effective relationship, others will say positive customer feedback etc etc but in my opinion most important of all these things, that matters; is essential customer data or ECD.
By essential customer data I mean the data that helps you to effectively connect, contact, link with your potential/retained customers. Such customer data may include your customer name, email, contact number, mailing address, gender, age, birthday, items/services of interest (to customers).
Such data is essential in developing and maintaining effective relationship, getting positive customer feedback. In a nutshell such customer data is like a medium between your products/services and your potential/retained customers.