1. Robert Wayman
Chapter 9
Recover the Potentially Lost Customer
Those who enter to buy, support me. Those who come to flatter, please me. Those who
complain, teach me how I may please others so that more will come. Those only hurt me who
are displeased but do not complain. They refuse me permission to correct my errors and thus
improve my service.
Retailing Pioneer Marshall Field
Marshall Field is saying in this statement that his customers that shop at his store support his
business some give compliments but some complain about the way he runs his store. The ones
who say nothing don’t give him the chance to change or improve his business because he never
hears the customers’ problems.
As with any good businessman Marshall Field knew that the customers that give their feedback
can be the best asset to a company because It gives the company a chance to fix problems or
change the way they do business and adapt better to the customers’ needs.
I believe that Marshall Field was correct in his statement because he realized that his customers
are the biggest part of business and keeping them happy is the best way to grow and improve
his business. One of the best ways to get information about what is not working is by your
customers’ complaints.
Is the customer always right, or can they be wrong? Most of the time it is good to think the
customer is right he or she should be taken care of even if you lose money on a transaction A
customer that shops and spends a little each time can add up to quite a sum over time, and you
do not want to loses this customer. You must be careful, however, of the chronic complainer
because some people cannot be satisfied no matter what you do.
Customer complaints are opportunities for building loyalty and repeat business but I you have
done all you can to satisfy a customer it may not be your fault and may have to let the
customer go.
