The big management question "why should we implement customer satisfaction processes, as we are one of the best sales organisations..." can be best answered by using one of Kotler's quotes:
There will always, one can assume, be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells it self. Ideally, marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available.(Kotler)
For me,customer satisfaction means; the relationship between the firm and its customers, to create, build and maintain the right set of brand associations as an enabler for future business and loyal customers. Obviously customer satisfaction is often one of the strategic objectives of a marketing communication strategy plan.
I would like to share the way I look at customer satisfaction. Customer satisfaction has many facets and thousands of specialist, just remember that all roads lead to Rome, this is just one of them. It's not theory behind it or plan A, B or C, it is all about the consistent excecution of every thing you've promissed plus just a little bit more.
My slideshare presentation is part of my white paper, see main menu above.