There are certain key indicators which can help you to channelize your marketing activities in line with the projected results. They are:

The Customer Gap: gap between the customer expectations and customer perception about the specific product or service.
The Knowledge Gap: gap between customerís expectation of the service provided and the companyís provision of the service.
The Policy Gap: management's incorrect translation of the service policy into rules and guidelines for employees.
The Delivery Gap: the service required to support consumers have subsequently failed due to improper training given to employees.