John A. Goodman

“Companies should design the product and the marketing strategy to set and meet reasonable customer expectations—what he calls doing it right the first time. Part of this strategy is to identify possible areas of customer disappointment or areas where customers may perceive that they are not receiving full value from the product. Companies must then proactively reach out to customers to educate or even to warn them of product limitations. The best defense is a good offense. 2.   Customers must be encouraged to seek assistance when they have questions or problems—a silent, unhappy customer is a less profitable customer. Companies must provide effortless communication channels for customers seeking assistance. 3.   Companies need to create an empowered service system that allows employees to fully handle a problem, educate the customers on how to receive the most value from the product, and create inexpensive emotional connections. 4.   Companies must build a voice of the customer process that gathers information from across the entire customer lifecycle from multiple data sources and that integrates the process into a single, unified picture of the customer experience. To ensure impact and the secure resources needed to deliver a strong customer experience, the process must quantify the revenue and word-of-mouth impact of problems and opportunities. For”
― John A. Goodman, Customer Experience 3.0: High-Profit Strategies in the Age of Techno Service