Fred Reichheld writes:
The only customers who respond are bored, lonely, or angry about some unresolved gripe. Are these people representative of your customer base? More important, do they represent your best customers, the ones you most want to keep happy?
A bank, for example, surveyed its customers and found that many were dissatisfied with long lines at the branches. Fortunately, one manager probed deeper and learned that the bank’s most profitable customers didn’t really care about that, since they seldom visited a branch. They were much more interested in things like rapid problem-solving by knowledgeable phone reps.
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