It is absolutely critical to understand why a customer defects. Most customers will blame the price or some other basic product attribute to avoid discussing the real issue. One company found that it recaptured a full 35 percent of its defectors just by contacting them and listening to them earnestly. Front-line Personnel A company must train employees who have direct contact with customers to listen effectively and to make the first attempts at amends when customers have had bad experiences. The employees must also have access to processes to capture the information and pass it along to the rest of the company.
Some companies go to extremes to involve the customer in every level of their business.
For example, South-west Airlines actually invited frequent fliers to assist it in the first screening of flight attendants. More than one quarter of respondents named five traditional media. It will have an impact in terms of consumer loyalty. A study conducted by the White House Office of Consumer Affairs in the United States found that each unhappy customer will share their grievance with at least nine other people, and that 13 percent of unhappy customers will tell 20 people or more. A marketer, therefore, needs two new satisfied customers for every dissatisfied customer just to maintain current status.