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Why Customers Really Buy by Michelle Helin, Linda Goodman

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Chapter 13Benchmarking Customer Satisfaction

The Emotional Triggers That Saved 20 Million Dollars

The most important thing in communication is to hear what isn’t being said.

—Peter F. Drucker

Now and then, everyone finds themselves between a rock and a hard place. Although it’s never comfortable to be in that situation, at least most of us recognize when it’s happening. We personally know one senior executive who didn’t. This is the story about a successful marketing agency with smart leadership that almost lost a 20-million dollar account they didn’t even realize was at risk. At a crucial juncture, emotional-trigger research exposed critical insights top management needed to save the contract and continue the association.

LESSON #10

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