This is the third of a four-case series (IMD-5-0604 to IMD-5-0607). The (C) case describes Tetra Pak's decision to implement the customer satisfaction survey among all its local operations worldwide. The case also lists a number of other initiatives to re-orient the organisation towards its customers and improve customer satisfaction. Among these initiatives are: customer win-back programme, key account management, employee satisfaction initiative, and balanced scorecard. The over-riding question is: Will all these initiatives help redress the customer satisfaction problem? A video 'IMD-5-0604-V' is available to accompany the case series. **EFMD Case Writing Competition Category Winner 2005**