Chapter 6. The incredible loss from one lost customer
Losing a customer means more than losing one person. It also means losing access to their universe and the people they know. In other words, their network is no longer available to you.
A customer goes away dissatisfied because of a poor welcome and unacceptable service. If his children, parents, colleagues at work, friends, people he plays sports with, or even someone he meets at a conference somewhere needs something you could supply, he won't suggest going to see you.
But it is worse than just cutting you off from dozens of good contacts and potential customers. Unhappy lost customers, even the ones who do not complain directly to you before leaving, will spread negative information about the poor service they received.
When one customer leaves unhappy, you lose dozens of contacts and opportunities.
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