Like death, taxes, and election debates, unhappy customers are inevitable. Unlike the first three, you have an opportunity to make the fourth work in your favor — before, during, or after a sale.
This is the first of 3 articles that discusses the essential need and real-world options at your disposal to convert a fire-breathing customer into a loyalist who opens the door for new business at and beyond her institution. The stories you’ll read are true. Names, products, and services have been changed to avoid lawyers, but the facts are based on nearly 20 years of one-on-one experience with researchers, department heads, purchasing executives, and in one case, a roomful of orthodox rabbis.