"Customers want to be heard," Marilyn Suttle, co-author of Who's Your Gladys?: How to Turn Even the Most Difficult Customer into Your Biggest
Fan, says. "In many cases, "if you don't make eye contact, they're out of there. It's become, you better make me feel important or I will leave."
Trop strings together some anecdotes and interviews with consumers that confirms the point. Suttle's co-author, Lori Jo Vest, tells her that firms that invest heavily in customer service will be best poised to survive the downturn, counterintuitive as spending money might seem right now.
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