The cost of a dissatisfied customer

Here’s the link to a recent article I wrote that featured in the June edition of Customer Experience Magazine. 

The article talks about the cost of customer dissatisfaction and the quandary organisations face between short term actions today and the immediate impact on the bottom line, versus the longer term pay off and benefits of having loyal customers which result in increased sales, positive word of mouth and improved financial results. The issue in part, is that you can’t bank loyalty now, you have to invest in it for the future and that’s a difficult discussion to have if people aren’t willing to take the long term perspective. What do you think?

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