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Why Customers Really Buy by Michelle Helin, Linda Goodman

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Chapter 15Improving Customer Relationships in a Monopoly Industry

The Emotional Triggers That Interpreted Mixed Messages

We are drowning in information but starved for knowledge.

—John Naisbitt

Nothing lasts forever. A company that operates as a monopoly today may someday face stiff competition. That’s why it’s important to establish positive customer relationships before it’s too late. This is the story about a utility, operating as a monopoly, that needed commercial/industrial leaders to support pending legislative and regulatory proposals. But before the company could build stronger relationships within this sector, they needed to clarify what appeared to be mixed customer messages. Emotional-trigger research uncovered critical nuances that ...

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