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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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19. Customer Experience: The Dark Side

Customer Experience: The Dark Side

In the new economy, there is little margin for error. Companies that do not pay enough attention to customer service are prey to agile competitors who see an easy opportunity to strike and take advantage of a vulnerable customer base. It’s not just poor customer service that causes customer defection: The growing use of social media can quickly accelerate a company’s demise.

Once upon a time (pre-Internet), customers who had a bad experience would tell nine or ten people about it. Now when a customer has a bad experience, they tell thousands—even tens of thousands of people about it around the globe.

People don’t just tell others about their bad customer experience, they ...

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