Public perceptions on a brand or an organisation determine the future success of that organisation or brand. In order to represent and understand the environment in which the organisations operate in periodic studies need to be conducted to ensure that the perception gap between organisations and the public is reduced. The expertise and commitment in providing high levels of customer service will help ensure ongoing business success for organisations and their customers. It is therefore crucial to understand what drives customer satisfaction and loyalty for the organization’s continued success. Customer insight will assist retain and deepen relationships with customers. We have been involved in numerous studies which have seen organisations successfully closing the gap and developing a better relationship with the public.