Business Insider

September 17, 2013 12:00 AM

Small Business by Donald A. Smith: Customer interactions have moments of truth

Think about the moments in your life when, as a customer, your expectations have or have not been met. They can be subtle; the vague feeling the experience was more work than it should have been, or it felt unexpectedly comfortable and easy. Of course the times we remember most are painful ones, where we say “I’ll never go back there,” or the exquisitely delightful ones that linger long in our minds. Most of these moments we experience are somewhere between these extremes, and they have a name.

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