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What Unhappy Customers Want

  • What Unhappy Customers Want


    Companies have tried for decades to improve customer complaint resolution — without notable success. A new approach is needed.

    genuis-barIN 1976, the U.S. Office of Consumer Affairs sponsored what many consider the first national survey of customer satisfaction in the United States, asking consumers what problems they had experienced with products and services during the past year and profiling the resulting complaining behavior of those customers. That study found that the expectations of many customers were not being met.

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