CHAPTER 4Vocal Why Today’s Customers Are Noisy

If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.

Jeff Bezos, Founder and CEOAmazon.com

Insight came from a late night game of “Trivial Pursuit Goes to the Movies.” It was being played by a group of business leaders after drinks and dinner at the two-day retreat we were facilitating. The object of the game was for one team to read a famous movie line and for the opposing team to name the movie in which it was spoken and the actor who said it. The one with the most answers at the end of the deck would be the winner.

“What we’ve got here is a failure to communicate,” one team member ...

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