In a customer-driven company, one of the key roles of the sales function should be...

 In a customer-driven company, the sales function plays a crucial role in understanding customer needs and ensuring customer satisfaction, which is fundamental to long-term customer retention. Sales teams often serve as the direct point of contact with customers, gathering feedback, addressing concerns, and building relationships. By focusing on these areas, sales can contribute significantly to retaining customers, which is more cost-effective than acquiring new ones and is essential for sustainable business growth.

References: The answer is based on general quality management principles that prioritize customer satisfaction and retention as key factors for organizational success. These principles are commonly found in quality management literature and are likely to be consistent with the ASQ Certified Manager Of Quality/Organizational Excellence study guide and handbook.