Scott M. Broetzmann, CCMC President & CEO, reflects on customer rage and the marketplace obsession and manipulation of social media. As he puts it: “Wouldn’t it be better to actually fix problems and design better products than to manage fallout?”
So what have Broetzmann and his colleagues learned about customer rage so far? One key takeaway, he says, is that oftentimes the things that people want don’t cost anything. Rather, what many customers who report a less than delightful experience are seeking is what Broetzmann refers to as psychological currency. And that, basically, is an apology.
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