The cover story in this issue raises these questions and reflects the discussion now going on in the marketplace. Some of the criticism leveled against CS is fairly harsh. Our advice is, don't give up the ship. When all is said and done, it still costs more to nd a new customer than to keep an existing one. If you want your customers to make a long-term commitment to your company, you have to earn their loyalty.
Customer loyalty is an outgrowth of customer satisfaction.
A CS program is an activity to develop, not a scapegoat to revile when the going gets tough. Monitor your program, by all means. Modify it to suit the changing needs of your clientele. But don't toss it aside in the name of short-term pro tability.