Paul Clapham gives advice to practices on how to handle complaints and build customer satisfaction
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The person who never made a mistake never made anything. Like most clichés this happens to be annoyingly accurate. The businessman needs to recognise human fallibility, prepare for it and, as we shall see, profit from it.
Consider these statistics. The satisfied customer tells four people, the dissatisfied customer tells nine people and the delighted customer tells 18 people. The apoplectic customer tells two people - his lawyer and Watchdog.
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