Two Birds With One Stone: The Disarmingly Sensible Way to Growth and Profit From Existing Customers
by Reg Price and Don Schultz
Outraged customers are true problem children. They not only defect but also (often) depart in a storm that is time consuming and de-motivating for your staff. Alternatively, delighted customer's actions bring real benefits. Their profit impact brought about by their loyalty has been well documented. They are usually great to deal with and openly show willingness to actively support you. The more of them you have, the better. The challenge is, What strategies should managers employ to best manage the critically important customers at the extremes—to encourage the advocates and silence the problem children? Given the importance of the two customer extremes, the way forward fits into a disa... cont'd
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