Famous Last Words: Upset Customers Break Companies
• "Times of adversity and customer screwups may be the only times when you can really show your customers how much you love them." —Malcolm Decker
• "Properly handled, disgruntled customers can become your best customers." —Judith Schalit
• Do you have secret shoppers constantly ordering and returning merchandise and then reporting back to you on your fulfillment operations? If not, why not?
• "Consumers are neither sheep nor fools. They can sense when companies are consistently more loyal to investors, employees and regulators than to the people who buy their products and services. They behave accordingly. Customers are not being disloyal; they are being discriminating. The central marketing question confronting brand leaders therefore is not, 'how can we radically increase customer loyalty?' but, 'how can we radically increase our own loyalty to customers?'" —Michael Schrage, FinancialTimes.com, "Customers want loyalty, not perfection," May 1, 2007.
Denny Hatch is a freelance direct marketing consultant and copywriter, and author of the e-mail newsletter, Denny Hatch's Business Common Sense. Visit him at www.businesscommonsense.com or www.dennyhatch.com, or contact him via e-mail at firstname.lastname@example.org.