Preface
Today’s customers are in the driver’s seat. The amount of information and technology they have at their disposal enables them to easily switch from one virtual retailer to another, one local supplier to a different online global supplier, one service provider to another possibly operating in the same neighborhood. And they can let thousands know online exactly what happened if they don’t like the way they were treated by the retailer, supplier, or service provider.
Furthermore, they don’t have to tell you why they switched to another company when they are dissatisfied. The good news is that if customers tell just one person in your company or post a complaint online, they are providing a direct pathway for you to use to keep them. It ...
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