The correct option is B. Improvement
Continuous improvement helps a company to develop an effective customer-centric culture.
Such a company regards its customer experience and satisfaction as a core component of its business vision, mission, and strategies.
In a customer-centric culture, the company's actions and communications will be driven by the need to achieve the highest customer satisfaction.
Thus, there is always room for improvement as the company continuously seeks for opportunities to improve customer satisfaction.
