5

DON'T BE HARD TO REACH

I dial up the suicide prevention hotline, get a busy signal, and wonder if that's a sign of the times.

Troy James Weaver

So, why would I need an entire chapter to relay a simple admonition like “Don't be hard to get in touch with”? This sounds pretty basic and self-explanatory. But the truth is that companies have both overt and subtle ways of creating barriers between themselves and their customers. Some cause annoyance, while others elicit rage. Neither supports desired loyalty and customer retention. A greater exploration is in order. First, a reminder of basic human nature:

Since the dawn of humanity, we have craved answers to basic questions. For early man, it was understanding the best ways to find food, keep ...

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